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Generally used primarily in business-to-business relationships, the term “warm calling” refers to the act of calling a prospect with whom some prior interaction, whether significant or minor, has already taken place. A warm calling approach might involve, for example, contacting a potential client who has downloaded an informational document, participated in a webinar, or provided detailed feedback on a LinkedIn article. It could also involve calling back a prospect met at a professional event. When implementing warm calling, the previous interaction is often used as a starting point or hook during the call, thus increasing the chances of securing at least minimal listening time. This approach is generally part of a sales prospecting and/or customer loyalty strategy. Warm calling differs from cold calling, although the line between these two practices is often blurred.

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