Morgan GillisFounder & Owner of Client Success Solutions LLC

Cold Lead Awareness Before Call

18 Jul 2026 · 1 min

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0:30

In this brief segment, the speaker advises sales professionals that attempting to fully educate a cold prospect during the initial call is ineffective. Instead, they recommend assessing the prospect’s awareness level, delivering pre‑call material that outlines the opportunity, allowing the prospect time to consume that content, and then scheduling a follow‑up call. If the prospect is extremely new, a two‑call closing approach—first to introduce the opportunity and second to close—may be necessary. The core message is to avoid a 0‑to‑100 education on the first call and to use pre‑call assets or a multi‑call strategy to build buy‑in before attempting to close.

you can't really be doing education like 0 to 100 on the call. You're never going to close it. If somebody finds you like from an ad yesterday and they get on the phone with you, if you figure out that their awareness level is like super new, I would almost be sending them something that like shows them the opportunity first and they have to get bought in with that. And then you follow up with them and like I would let that sit with like get them to consume that. Then I would book the call. So either like you have to give them like something before the call and then they get on the call with you, or maybe you need to do a 2-call type of close or something like that.