Learn how to segment, nurture, and engage your cold calling leads with these tips on providing value, building rapport, asking for feedback, and more.

Categorize your leads based on their level of interest, needs, and preferences. This will allow you to tailor your communication and offers to each segment's specific requirements.

How do you keep your cold calling leads warm?

Cold calling is a challenging but rewarding skill that can help you generate new business opportunities and build relationships with potential customers. However, cold calling is not a one-time event. You need to follow up with your leads and keep them warm until they are ready to buy from you or refer you to someone else. How do you keep your cold calling leads warm? Here are some tips to help you stay in touch and nurture your prospects.

1 Segment your leads

Not all leads are created equal. Some may be more interested, qualified, or ready to buy than others. You need to segment your leads based on their level of engagement, needs, pain points, budget, decision-making authority, and other criteria. This will help you tailor your follow-up messages and offers to each group and avoid spamming them with irrelevant or generic information. You can use a CRM system, a spreadsheet, or a simple scoring system to track and categorize your leads.

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Walid Erchouk

Results-Driven Sales Manager | Maximizing Membership Growth in Premium Health Clubs
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Categorize your leads based on their level of interest, needs, and preferences. This will allow you to tailor your communication and offers to each segment's specific requirements.

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Stephen B.

Business Growth Specialist focused on SMB Contractors
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In my experience, the best way to keep a cold call lead warm is to develop a rapport with the client. Listen to them, let them ramble, invite them to gripe because somewhere in there is a problem that you can solve. Actively listen with empathy and let your (future) client talk through their problems. You then become someone that can be trusted - as long as you protect the faith they have invested in you, you have earned an advocate inside that household or organization. In return, never forget that person who got you in the door.

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JC Negri

VP of Growth at Intech Innovation Group
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Currently use ZOHO Bigin, enough, and gets the follow-up process done. Always know your ICP before the segmentation. This will provide a better understanding of who you are going to call and approach. Knowing that following up is key. Either with an email, Linkedin, DM, video or a next again call.

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2 Provide value

One of the most important rules of keeping your cold calling leads warm is to provide value in every interaction. Value can be anything that helps your leads solve their problems, achieve their goals, or learn something new. For example, you can share useful content, such as blog posts, ebooks, webinars, case studies, or testimonials. You can also offer free consultations, demos, trials, discounts, or referrals. The key is to show your leads that you understand their challenges and can offer them a solution that matches their needs and expectations.

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Walid Erchouk

Results-Driven Sales Manager | Maximizing Membership Growth in Premium Health Clubs
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Share relevant and valuable content such as articles, blog posts, or resources that align with your leads' interests. This demonstrates your expertise and keeps your brand on their radar.

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3 Be consistent

Another rule of keeping your cold calling leads warm is to be consistent in your follow-up. You don't want to disappear after the first call or bombard them with too many calls in a short period. You need to find the right balance and frequency of communication that keeps your leads engaged and interested without annoying them or making them feel pressured. A good practice is to ask your leads for their preferred mode and time of contact and respect their wishes. You can also use a follow-up schedule or a script to plan your next steps and keep track of your progress.

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Walid Erchouk

Results-Driven Sales Manager | Maximizing Membership Growth in Premium Health Clubs
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Periodically reach out with brief check-in calls to see how their situation has evolved or if they have any new challenges. These calls should be more focused on understanding their needs rather than pushing for a sale.

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4 Build rapport

Keeping your cold calling leads warm is not only about selling your product or service. It's also about building rapport and trust with your prospects. Rapport is the feeling of connection and mutual understanding that makes your leads more receptive and responsive to your messages. To build rapport, you need to show genuine interest in your leads, listen to their needs and feedback, use their name and company name, and mirror their tone and language. You can also use humor, compliments, stories, or commonalities to break the ice and create a positive impression.

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Walid Erchouk

Results-Driven Sales Manager | Maximizing Membership Growth in Premium Health Clubs
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After the initial cold call, send a personalized follow-up email or message thanking the lead for their time and summarizing the key points discussed. Reference specific details from your conversation to show that you were attentive and engaged.

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5 Ask for feedback

One of the best ways to keep your cold calling leads warm is to ask for feedback. Feedback can help you gauge your leads' interest, satisfaction, objections, or concerns. It can also help you identify their buying signals, such as asking about the price, the features, the benefits, or the next steps. By asking for feedback, you can also show your leads that you value their opinion and input and that you are willing to adapt and improve your offer to meet their needs. You can ask for feedback by using open-ended questions, surveys, polls, or ratings.

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6 Call to action

The final tip to keep your cold calling leads warm is to always include a call to action in your follow-up messages. A call to action is a clear and specific request that tells your leads what you want them to do next. For example, you can ask them to reply to your email, book a meeting, sign up for a webinar, download a resource, or refer you to a colleague. A call to action can help you move your leads along the sales funnel and closer to the purchase decision. It can also help you measure the effectiveness of your follow-up and the response rate of your leads.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you keep your cold calling leads warm?

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1 Segment your leads

2 Provide value

3 Be consistent

4 Build rapport

5 Ask for feedback

6 Call to action

7 Here’s what else to consider

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