Everyone moans that they hate to make cold calls. And why not? A cold call is made by a dead person, and who wants to buy anything from someone without a pulse?
Okay, I'm exaggerating, but just a bit. The classic definition of a cold call is an outreach to a stranger by a stranger. The stranger trying to sell something is armed with a telephone script and a product or service they want you to buy because - well - because they want to collect the commission.
But hold it a minute. Never use the words "cold call" again. Would you go on a cold date? Would you invite someone to a cold lunch? Of course not.
If you are going to place a call to someone you have never spoken with before, make sure you know something about them. Even if you are calling from a list, it's a list that was selected for a reason--the people have young children or are of retirement age or have signaled an interest in buying a home. The would-be homeowners are excited but anxious and perhaps confused about their impending purchase. What they want most is what every salesperson should always serve as--an advisor and a friend.
The dead person will make a cold call. The advisor and friend will demonstrate in the first few seconds of the conversation that they have knowledge that can take the fear and intimidation out of the purchase.
That's a warm call. That's the only kind you should make.