Before we focus on how should warm call, we’ve devised some warm calling values that you can follow to make the warm calling process that much easier.

The first warm calling value is focus on the beginning, not the end. Once you’ve done a certain level of validation for a potential new customer, it’s very easy to get distracted by the very large potential. And what this does is it distracts you from what’s important, and that’s identifying a need and offering a solution. If you focus on only what’s in front of you, you can identify that need much quicker, and this can lead to much higher success rates when following the warm calling process.

The second warm calling value is be a helper, not a pitcher. If we cast our minds back to lesson number 1, you’ll remember that we are warm calling, not cold calling. So, before we’ve picked up the phone to a potential new customer, we’ve already identified a need for our product. So, this means we’re not pitching, we’re not selling, we’re simply identifying a solution for a need the customer has.

The next warm calling value is that soft sell is the best sell. Please remember, we’ve already identified a need for this customer, so this takes the stress out of the situation. It doesn’t matter if it happens in one week, ten months or two years, we know that there is a good fit for our companies to work together, and this will ultimately lead to stronger relationships.

Last, but not least, the final warm calling value is, stop chasing prospects, act with dignity. Now, I’m not sure at what part of my life that I was told this, but it stuck me ever since; “Desperation doesn’t look good on anybody”. When we approach these potential new customers, we should act with dignity. Not only does this build confidence with this potential new customer, but it also ensures that we start the relationship on an equal playing field. This means that, should we be successful and we convert this customer, it means that on future negotiations, we are considered an equal. This means that we can command a higher margin, gain larger respect, and ultimately build a stronger partnership between our two companies because they believe we can help them just as much as they can help us.

So, before we end this particular lesson, I want to summarize the warm calling values as this is crucial to how we should approach warm calling moving forward.

• Focus on the beginning, not the end.
• Be a helper, not a pitcher.
• The soft sell is the best sell.
• Stop chasing prospects, and act with dignity.

With these values and with the knowledge you’ve gained in lesson one, you can confidently approach warm calling in a positive manner, knowing that you’ve identified a need for a potential customer and you’re offering them a solution to a potential problem.