Not to be confused with cold calling, warm calling is a marketing practice in which a business owner or marketer contacts prospects with whom they've already spoken. Because of this, it typically delivers a higher conversion rate and ultimately more sales than cold calling. As a business-to-business (B2B) marketer, however, you must follow some simple tips when making warm calls to increase your chances of success.
When do you plan to call prospects? The date and time on which you contact prospects can affect whether or not they buy your product or service. Studies show that Wednesday and Thursday offer the highest chance of success. Additionally, B2B prospects typically prefer to be contacted between the hours of 4 p.m. and 6 p.m. You can still experiment with other times, but this is a good format on which to base your warm calling strategy.
We've talked about this before on our blog, but it's worth mentioning again that many B2B decision-makers have "gatekeepers" whom you must first pass. If you call a prospect, for instance, you may get his or her receptionist. Failure to make your way past this individual will hurt your chances of scoring a sale. So, talk to the gatekeeper and convince him or her to let you to talk to the decision-maker.
You can also increase your chances of success when warm calling by prioritizing prospects. In other words, call prospects who you believe are most likely to buy your products or services first. If you haven't done so already, go through your list of prospects and prioritize them, after which you can begin calling them, beginning with the top of the list and working your way down to the bottom.
The secret to a successful B2B marketing strategy is to identify problems that your company's product or service can solve. Different prospects have different problems, so you need to customize your approach accordingly. Think about what problem or problems are afflicting the prospect. Next, ask yourself how your company's products or services can solve it. Once you've identified this information, you should pitch your idea to the prospect.
Whether it's a warm call or cold call, you need to make it a two-way conversation. In other words, don't spend all of the time talking without giving the prospect time to speak. If you talk for 10 minutes straight, the prospect may lose interest; thus, lowering your chance of a successful conversion.