Warm (Cold) Calling

So cold calling. Let’s be honest. No one likes to do this.

It’s the fear of rejection that we hate to face, and it’s the #1 reason most people won’t ever cut it in sales. 

But the truth of the matter is, this is one of the most crucial aspects in a sales conversation because if you don’t call that person to make that connection…

the rest of the sales process or relationship will never even have a chance to develop.

(Unless you have huge budgets to run inbound marketing campaigns, for the sake of what we’re talking about today, this will be in the context of outbound sales).

I will be assuming that everyone reading is a complete beginner in sales, so just as a quick introduction – on some terminology we will be using in this article.

Inbound Sales – This is when you have an ability (usually some form of marketing) where it is able to bring you leads/prospects.

AKA leads are given to you as opposed to going out and finding them yourself.

Outbound Sales – This is the opposite. This is where you have no leads knocking on your door, and you have to go out and find qualified leads to sell.

Leads or Prospects – People who are potential customers

Qualified – the potential likelihood of someone actually buying your product, based on certain factors about that person.

The more qualified a person is, the higher likelihood that person is to buy.

For example, if you’re selling fishing rods, a more qualified person would be someone who likes to fish as a hobby, as opposed to someone who has never fished their entire life.

The person who fishes, is a more qualified lead here.

Alright. So today, we’re getting down into the nitty gritty into the philosophical and tactical aspects to busting down a cold call.


First of all, you must know that as Tony Robbins says, “Success is 80% psychology, and 20% strategy.”

What this means is that success is 80% about mindset, and only 20% about “how to actually do it.”

This cannot be any more true in sales.

I think you’ll find quite evidently that when you have a group of people making cold calls, a good portion of those people might stop calling after the first handful of “no’s” they hear.

I’ve been on sales teams where it seemed like the entire sales floor was quiet the entire day! This is a problem with psychology, not strategy.

The right mindset when it comes to cold calling will take you far further than having the right strategy but a poor mindset. So let’s get it straight, get your mind in the right place.

Being successful at prospecting and making cold calls is definitely 80% about “having the right mindset,” and 20% about “how to do it.”

Success is 80% Psychology, and 20% Strategy

Warm Calling

The first thing I like to do when it comes to these calls, is I like to reframe what I label these calls.

Instead of cold calling, I call it warm calling.

Instead of a cold call, I tell myself it’s a warm call.

Psychological reframe, boom. I’m making warm calls today.

This helps put me in a better state of mind.

Hey, every little bit helps.

For the rest of this article, when I mention warm calls, I mean the same thing.

It’s Not Personal

This is someone thing we all might have heard, but we have to internalize.

When you begin to take action and make calls, you HAVE to know that it’s not personal.

The person on the other end of the phone doesn’t know or care who you are.

They don’t know your personal background, they don’t know you have 2 dogs, were raised Christian, have a beautiful, loving girlfriend, likes to go swimming on the weekends.

They don’t know anything about you. They don’t know how you treat your friends, or family, or what you do in your charitable contributions.

They don’t know anything about you.

Even if they did, it doesn’t matter.


They ONLY care about what you’re sharing with them. In fact, they only care about, what they care about.

Makes sense right?

So whether they say no (or yes), has no reflection on who you are as a person, or what it means about you other than what you’re offering to them on the phone.

It’s never personal, buddy

So with that said, before you call, you have to make sure that you’re taking the best odds possible in making your message relevant to the prospect.

You need to try to be as targeted as possible in making sure your value proposition is something that your prospect already cares about.

For example, if I was selling women’s lingerie, it would make no sense to call on elderly men in retirement homes.

You get what I’m saying?

Like if you’re selling fishing rods, would it make more sense to call people who are already subscribed to a fishing blog, or would it make sense to pull out a list of car dealerships and start calling car dealerships?

That makes no sense, right?

So first off, you must understand that IT’S NEVER PERSONAL.

Internalizing this is absolutely critical in helping you get past the many “no’s” that are inevitable in sales…

especially with cold calls or warm calls.

You gotta be a tough motherf*cker to get, stay in, and thrive in sales.

If you hear a no, remember that it doesn’t mean you’re a bad person, it doesn’t mean you suck (as a person), but rather it could mean that you need to improve your pitch, or skills…

Or that person might be having a bad day, or that person was not the ideal prospect and would never buy your product in his or her lifetime.

You have to keep moving.


You also have to be relevant.

This goes back to the example of selling fishing rods to people who like to fish.

As Tony Robbins would say, “To influence somebody, you must already know what influences them.”

Try to imagine if you were getting a call out of the blue.

What is it you like?

What are you deeply interested in?

What absolutely captures your attention?

For me, some interests of mine are: traveling, reggaeton music, and beautiful Colombian women. 

If I got a call out of the blue and someone said,

“Hey Tommy, we know you like beautiful Colombian women and reggaeton music…

The reason I was calling is because there’s actually a reggaeton festival near you coming up, there will be plenty of beautiful single Colombian women there…

And we were wondering if you were interested in hearing some more information about it?”

What do you think I’m going to say?


“Tell me more about it!” LOL

You see what I’m saying here?

I’m being exaggerated, but you get my point. Now what is that for you?

Now imagine, if someone were to call you out of the blue, and offered you something you had absolutely 0 interest in…

“Hey Mr. X, the reason I was calling was because we have an amazing broom that cleans….” You’d be like. Click. I don’t give a shit about brooms. 

You see what I’m saying?

Now that you understand relevance, we can move on.

Of course, you can do your research, but you’re most likely not going to know for sure whether someone is going to care about your product.

So you’re going to have to take action, and the “no’s” will inevitably come, sometimes by the truckloads, especially when you’re first starting out.

So you have to be prepared mentally for it.

But I wanted to give you an idea of just how important relevance is when you’re tailoring your approach.

A very helpful thing you can do to become more relevant, is to study who you’re selling to.

Is it car dealerships?

Is it IT professionals?

Or is it mom and pop restaurant owners?

By understand who you’re selling to, and what they already care about, you are already miles ahead in terms of being relevant to your audience.

So study your audience, know what it is they care about, know what it is they want, and share how your product/service can help solve some of their needs.


Persistence is absolutely key.

I mean, sales is a lot like life.

If you’re not persistent, how are you ever going to get what you truly want out of life?

Sales is the same thing.

You almost have to be like a battering ram, going back at it again, and again, and again.

Not necessarily with the same prospect, but I mean in terms of being persistent until you find a value proposition that works, or until you find your group of customers and where the live.

But I promise you this, if you persist and adjust along the way, you will make a breakthrough.

You will get better.

So taking action is ALWAYS better than not taking action.

Go DO something.

Go MAKE a call.

It’s always better to take action than not.

There can also be a fine line between trying to shove something down someone’s throat, and being professionally persistent.

This is especially true for beginners. When I say be persistent, I don’t mean shoving something down someone’s throat, or forcing something.

That rarely works (especially for large expensive type sales), and even if it does, you might have a customer resenting you..

Or a customer requesting a refund the moment you’re gone.

No, what I mean by persistence is 1) be persistent long term.

Be persistent in your overall outcome.

If this person wasn’t interested, you can move on to someone else, don’t just give up after a few no’s. 

Also, just because this person said no today, that doesn’t mean 2 or 6 months down the line they won’t be needing your product.

The 2nd) meaning of persistence is that sometimes you DO have to be persistent with a customer on that call.

Maybe they are distracted or busy when they picked up the phone, and YOU know there might be an opportunity to really help this person, but for whatever reason they might not sound super open.

It’s okay to push a little bit, and be persistent here.

In fact, you NEED to do this sometimes. But there can be a fine line between being persistent and over doing it by being too forceful.

To be honest, every good salesperson I know has had to learn that line themselves by learning it the hard way.

When you’re starting out, sometimes you have to push a little too hard to know where that line is.

And that’s totally okay.

That’s just part of the process.

There’s no way getting around it.

Be willing to fail.

Be willing to fall on your face.

Learn, and keep moving forward.

Those two sentences alone will help you get to where you want to go.

Help People

You have to understand you’re helping people.

Many times when people get into sales, they have this mindset that if they are calling on people, they are bothering people.

And that makes them scared, because if you’re going into the call already thinking you’re going to be a nuisance to people…

Well your not setting yourself up for success…

That fear will be a self-fulfilling prophecy.

That’s why it’s so important to be relevant and try to understand as best as possible who you’re calling and what they care about.

Because if you know that you genuinely have a good product that can help people…

and the people you’re calling on would really benefit from having your product…

Then that goes a long way in helping your mindset!

If you know your product is going to help people…

You’re going to go into that call with a much more positive mindset and that will go a long way.

I will repeat, it is absolutely critical to be relevant to the people you’re calling. 

It’s all about knowing that you’ll be adding value to your prospective customers.

Check out this quote from Jeb Blount’s book Fanatical Prospecting,

“Prospects meet with you for their reasons, not yours.

You must articulate the value of spending time with you in the context of what is most important to them.

Your message must demonstrate a sincere interest in listening to them, learning about them, and solving their unique problems.

This is how you break down initial resistance so that you earn an appointment, gain the opportunity to gather qualifying information, or engage in a sales conversation right in that moment.”

Believe in the Product

When I say believe in the product, I don’t mean lie to yourself and tell yourself to believe in the product if you don’t.

But I mean, you should be selling something that you genuinely believe in.

Do you think it’s a good product?

Do you think it will be helpful to people?

Would YOU buy the product yourself if you were in the other person’s shoes?

If you answered yes to these questions, that’s a great sign!

It’s ALWAYS a good sign if you would use the product yourself if you were in the prospects shoes.

It’s even better if you’re already a customer yourself.

Remember, the first person you have to sell is yourself.

YOU must be convinced of the product and company you’re selling before you ever sell it to the customer. Do you believe in the product?

Now, if you don’t believe in the product, and you think the product sucks.

My genuine recommendation is just to look for another job, or sell something else, or start a different company.

You can’t sell something effectively that you’re not bought into yourself.


Do yourself a favor, the customer a favor, and the world a favor by moving on to something else.

Believe in Yourself

Just as important if not infinitely more important is believing in yourself.

You must believe that you have the ability to do it (because you do).

You have to believe that if you are willing to make the sacrifices, do the work, and get better, you will become very proficient at this skill.

No one hopping out the womb is a warm dialing machine.

No, this is a skill, and you must believe you have what it takes.

A good way to develop self belief is to start doing the work, and as you begin to see results, your confidence will grow and your belief in yourself will grow. 

Another way to help develop self belief is educating yourself – whether through books, seminars, mentors etc.

You can read biographies on countless people who started with less than you, in more difficult environments that rose to success.

So believe that you can, and you will.

The Tactics

Okay, now that we’ve got mindset covered, let’s get into the actual tactics.

Buying 5 seconds (Offering Value & Curiosity)

One thing to keep in mind on an initial warm call is that when the person on the other side picks up…

You really only have a 3-5 second window to sell that person on giving you another 10 – 15 seconds. 

So you have to grab their attention,

You have to say something relevant enough where it will pique their interest into giving you another 10-15 seconds of their time.

The more relevant the better.

This is the art of the cold call or warm call.

This can be done by incorporating 1 or 2 keywords that will pique their interest.

In the example I gave above, for me, a single guy in his late 20’s, it would be “Colombian women” or “Reggaeton music.”

If you’re calling on a sales leader, that might be “increase per rep production by 30%”

Or if you’re calling on a procurement director, that might be, “cost savings” and “risk mitigation.”

Again, what do they care about?

Mention those things upfront.

If you do this correctly, you will find that people will keep listening to you.

You’ve mentioned something relevant enough…

Where it offered enough value in those 5 seconds or generated enough curiosity in those 5 seconds to buy you 10-15 more seconds to explain what it is you do.

Sample warm call script:

You: “Hi is this Bob?

Prospect: “Yeah, this is Bob

You: “Hey Bob, this is Tommy calling from SalesLucky.com, the reason I was calling is because we actually work with sales organizations and help them gain market share and increase per rep production by 30% through training and coaching.

The main aim of the call was to schedule a more appropriate time to share with you how we’re helping similar organizations.

As far as your schedule goes, how does later this week or next week sound?

Okay cool, so let’s see what we did here.

First of all, we’ve confirmed who we’re looking for.

So subconsciously the prospect knows at least on some level, we’ve identified HIM, and not just blindly offering our services to whoever picks up the phone.

Secondly, notice that we are are not asking, “Hi, how are you doing today?”

That is not a good way to start a warm call.

You are offering no value, and taking up his time while doing that.

Also, notice we did not ask, “Is this a good(or bad) time to catch you?”

This is also not adding value, and opening up the opportunity for them to wonder “Who the hell is calling me?” and “What do they want?”

It also opens up the opportunity for them to say, “Yeah, bad time.” Click.

Personal opinion, but I think for an initial warm call, it’s best to keep the script as punchy and to the point as possible.

Say something in the first 5 seconds (gain market share, increase per rep production by 30%) that will intrigue them enough to buy you another 10-15 seconds…

That will allow you to book a follow up conversation with them at a more appropriate time.

Let’s say bob agrees and tells you the week after next is better, what should you say next?

Again on an outbound call, I think it’s best to keep things tight and punchy because they weren’t expecting that call.

So control the conversation and book the next meeting where you guys can talk more freely on a scheduled call.

Prospect: “Hmm, week after next is better

You: “Cool, do you prefer earlier that week or later that week?

Prospect: “Later that week

You: “Great, Thursday or Friday better for you?

Prospect: “Friday

You: “Okay, Friday morning or afternoon?

Prospect: “Afternoon

You: “Perfect, how does Friday the 15th at 3pm your time work for you?

Propsect: “That works

You: “Great, I’ll send over a calendar invite for Friday the 15th at 3pm.

I look forward to connecting and if anything changes, feel free to let me know!

Notice that throughout the conversation I asked the prospect either option A or option B (earlier this week or later this week?).

This is called an option close.

By asking a question, you are controlling the conversation.

You’re guiding the prospect to the booked meeting.

Questions are incredibly powerful because ever since we were infants, we’ve been conditioned to answer questions.

A softer approach instead of going straight for the meeting could be to offer something of value (a sample product, a case study, or news article) and asking to follow up for feedback.

It’s a softer approach and can work very well, in fact many times can be more preferable to the first approach.

And then on the feedback call you can discuss their thoughts on what you sent over, discuss their needs, and progress the sale forward.

For example: 

You: “Hi is this Bob?”

Prospect: “Yeah, this is Bob”

You: “Hey Bob, this is Tommy calling from SalesLucky.com, the reason I was calling is because we actually work with sales organizations and help them gain market share and increase per rep production by 30% through training and coaching.

The main aim of the call was just to share with you some sample training video along the sales process.

What part of the sales process would you like to see a video for? 

Prospect: “Hmm give me something on closing and needs development”

You: “Perfect, I’ll send over some videos on closing and needs development, is your email [email protected]?

Prospect: “Yep, it is”

You: “Great, I’ll send it over and if I send this over, is it okay if I follow up for some feedback sometime next week or the week after?”

Prospect: “Sure”

… and then you book that next meeting.

What’s interesting is that if you offer something of genuine value to the prospect on that initial call…

And then ask if you can follow up for feedback, close to 100% of the time, they will say yes.

When I experienced this, I was absolutely astounded at how effectively this worked.

Robert Cialdini in his book Influence calls this “Reciprocity.”

Basically another one of those things which we as humans have been conditioned to do since evolution – to respond to a gesture by making a corresponding one.

To return a favor.

To give something once we’ve gotten.

In this case to reciprocate with a feedback call after being given a sample product.

It’s hardwired in our DNA.

As Cialdini would put it, a Click.Wrrrrr response.

And there you have it, the dynamics of a cold call.

Some final notes:

Execution: Doing and “failing” is always better than not doing.

In fact, it’s not failure.

It’s not failure if you learn something.

As you learn along the process, you can take the frameworks of what I’ve given you and adapt them to your particular situation, and tailor it to what works most effectively for you.

You will figure out what works best for you.

Secret Tip:

I’ll be honest, I’m not sure if this works for everyone, but this has worked for me.

And I have noticed a significant difference.

This is for my guys out there.

Something that has helped me a lot with making initial warm calls is to abstain from masturbation or sex for 3-5 days at a time.

Just like a boxer does before a fight.

Not sure if this would apply to women, but I know it’s made a drastic difference for me.

You might want to experiment and your range of days might vary depending on your biology.

But it’s been known that an abstinence from sex/masturbation will produce more drive and sexual energy, which I’ve found to be extremely helpful in sales.

As Napoleon Hill mentions in his book Think and Grow Rich, in a chapter called “Sex Transmutation,”

“Destroy the sex glands, whether in man or beast, and you have removed the major source of action.

For proof of this, observe what happens to any animal after it has been castrated.

A bull becomes as docile as a cow after it has been altered sexually.

Sex alteration takes out of the male, whether man or beast, all the FIGHT that was in him…

A teacher, who has trained and directed the efforts of more than 30,000 sales people, made the astounding discovery that highly sexed men are the most efficient salesmen.

The explanation is, that the factor of personality known as ‘personal magnetism’ is nothing more nor less than sex energy.”

Suggested Material:

Think and Grow Rich by Napoleon Hill (book)

Influence : The Psychology of Persuasion, Revised Edition Robert Cialdini (book)

How to Sell Your Way Through Life by Napoleon Hill (book)

Fanatical Prospecting by Jeb Blount (book)

Mastering Influence by Tony Robbins (Audio Program)

Unleash the Power Within by Tony Robbins (Live Seminar)

*This was absolutely game changing for me in terms of techniques that I apply to sales and mindset every single day.

That’s it for this article folks, I hope you enjoyed it, and more importantly I hope you found it helpful.

If you did find this helpful, please share, subscribe, and drop a comment.

Would love to hear what you think. Also, please subscribe as I’ll be sharing more value about the sales process.

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