6 Ways to Warm Up a Cold Call or Email

Increase your cold calling success rate.

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1. Do your research

In the age of Google, finding relevant information about a prospect is not difficult.



Photo: lilartsy / pexels.com.

Sellers can quickly search for background information on prospective buyers and their companies.

On LinkedIn, sellers can even get more granular, quickly analyzing prospects’ posts, what college they attended, and other information that can serve as ice breakers.

2. Use an Effective Attention-Getter

If possible, sellers should quickly explain how they came across the prospect (“I saw your post on LinkedIn” or “I noticed we attended the same school”).



Photo: Taryn Elliott.

Any time sellers can offer a free resource, such as a demo or limited trial, with no expectation of reciprocation, they’ll increase their chances of a response.

3. Strive for a Friendly Introduction

This personal touch can help ensure a response from a prospect.



One surefire way to warm up a cold call is to be referred by a mutual acquaintance.

LinkedIn’s Sales Navigator’s TeamLink feature enables sellers to find fellow employees who might have a LinkedIn connection with a prospect.

4. Convey a Customized Value Prop

Ultimately, understanding the market can also help sellers customize the value prop for specific buyers.



Photo: Tom Fisk.

Industry knowledge is invaluable. On prospecting calls, sellers might lead off their outreach to prospects by referencing a news story and asking how it might impact their business.

5. Strike a Conversational Tone

Sellers should avoid jargon in outreach. A cold call or cold email should sound conversational.



Sellers should explain the product or service’s benefits in plain English, as if a friend were doing the recommending. This kind of approach can help warm up a cold call.

6. Position Yourself as a Listener

LinkedIn’s State of Sales report showed that active listening is a trait that buyers value in the sellers that call on them.



Photo: Alexander Suhorucov.

Anita Nielsen, LDK Advisory Service President, says that sellers can demonstrate their listening prowess with two crucial phrases.

One is “help me understand.” This phrase can be used, for example, like this: “Help me understand your supply chain priorities.” It shows the seller is there to listen.

The second phrase is “Sorry, I didn’t get that.” It demonstrates that the seller is someone who wants to “understand and serve,” Nielsen says.

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