Let’s set the record straight: There’s no such thing as a warm email, a warm phone call or even a warm knock on the door. A call is either hot or cold — period.
Wake up from your warm call fantasy. Thanks to the Internet and social media, there’s a new version of what I call the “warm call fantasy.” It goes like this: You’ve researched prospects on social media, identified trigger events and gathered information. Perhaps you’ve even discovered mutual connections on LinkedIn. So you send emails making the business case for why these prospects should talk to you. You really believe you’re not cold calling, because you know all about them and even have a few “friends” in common. You’re sending “warm” emails, right?
Wrong! Unless you have secured a referral introduction from a mutual connection, your lead is freezing cold.
Forget warm, get hot. You know very well that cold prospects don’t want to hear from you. Just consider how many cold prospecting emails you receive each day. I bet you do the same thing I do: hit “delete.”