I want to start with gratitude. Gratitude to everyone working in one of the most challenging and exhausting professions:
Sales.
Sometimes, the business owner handles it simply because there’s no other option. As someone who truly loves sales, even I experienced burnout until I brought in a top-notch saleswoman (hey Shirley!) who does amazing work at Automation Academy.
Why Should You Invest in Lead Warming?
One of the main causes of burnout for salespeople is low-quality leads. Cold leads. Frozen leads. Having conversations with someone who isn’t ready to buy your product, service, or course—and may not even know who you are—can be draining.
The energy required to warm up a cold lead is enormous. And if, after all that effort, the conversation ends with, “I need to think about it,” the motivation for the next lead drops dramatically.
On the other hand, when the leads coming to you daily are warm, precise, and high-quality, the experience is different:
Even if a call doesn’t close, the motivation and drive for the next one remain strong. I can confidently say that businesses with effective lead-warming processes within the customer journey experience lower sales team turnover.
That’s it for the intro—let’s get down to business!
Persuasion Principles That Influence Lead Warming
Instead of listing techniques for warming leads, this time, I decided to make it more interesting:
I’m going to review the most powerful persuasion principles according to Robert Cialdini, considered the father of modern influence and persuasion (yes, there were others before him, but in the modern era, this title is undoubtedly his).
Cialdini identifies principles that, when used correctly, grant us phenomenal influence over people (of course, he recommends using them only positively).
In the following lines, I’ll briefly detail each principle, match it with a marketing technique, and demonstrate how to integrate it into your customer journey to generate warmer leads.
(Note: I don’t expect you to adopt all five principles immediately. Start with one or two, then expand as needed.)
Here we go:
1. The Principle of Reciprocity: The Power of Giving in Lead Warming
Quick Explanation:
The principle of reciprocity is based on a natural human tendency: When we receive a gift, we feel compelled to give back. This psychological force is strong, even if the gift is small!
Practically—How to Use This Principle:
There are several ways to leverage reciprocity:
1.Offer unexpected, high-value content immediately after someone shares their details. This could be a mini-course, a PDF checklist, or anything they might find interesting.
2.Send automated WhatsApp messages with valuable content.
3.Create a series of actionable emails that genuinely help them achieve results.
The key is to focus on quality, not on pushing them to purchase. The more valuable the initial interaction, the more gratitude they’ll feel—resulting in warmer leads.
2. Commitment and Consistency: The Game-Changer for Lead Warming
Quick Explanation:
Cialdini’s commitment principle is based on a simple psychological fact: Once we take a small step, our subconscious feels committed to completing the process.
Practically—How to Use This Principle:
Instead of saying, “Thanks for your details, we’ll get back to you,” guide the lead through additional steps:
1.Send them to fill out a brief questionnaire about their current and desired states.
2.Prompt them to schedule a meeting.
3.Use a chatbot for long-term, engaging conversations.
Each step increases their commitment and the likelihood of a successful interaction.
Starting to understand the power of this principle?
Now, compare a lead who received a generic message like “We’ll get back to you” to one who took a few minutes to share what matters most to them and even scheduled a meeting with you.
Believe me, this principle alone will bring you much warmer leads.
Alright, let’s move on to the next principle—it just keeps getting better!
3. Social Proof: Turning Cold Leads into Warm Ones
Quick Explanation:
People often look to others for guidance, especially when uncertain. This psychological tendency is a powerful motivator.
Practically—How to Use This Principle:
Incorporate customer testimonials throughout the customer journey:
•Add testimonials to landing pages.
•Include them in automated WhatsApp or email messages.
•Feature them in proposals.
(I think you get the idea…)
4. Authority: Building Expertise to Warm Up Leads
Quick Explanation:
People trust and listen to perceived authorities in their field.
Practically—How to Use This Principle:
1.Share articles about your business on recognized platforms.
2.Feature interviews with industry leaders.
3.Integrate authoritative research into your messaging to enhance credibility.
There’s another, slightly more creative way to apply the principle of authority: incorporate articles, research, or content from authoritative websites or organizations into your marketing.
For example, a relationship coach could use a study or article discussing the low success rates of dating apps in forming long-term relationships. While such a piece doesn’t directly establish authority for the coach, it significantly strengthens their marketing message by aligning with credible sources.
5. Liking: The Art of Creating Personal Connections Online
Quick Explanation:
People are naturally drawn to those they feel connected to.
Practically—How to Use This Principle:
Use tools like personalization:
•Address leads by their name.
•Share relatable stories.
•Send tailored messages using AI-powered systems.
By the way, one way we gather information about our audience is through lead warming surveys, as we discussed in the second principle (remember, it wasn’t that long ago…).
For those looking to take personalization to the next level, like we do at Automation School, you can send a customized WhatsApp message after the completion of the initial survey.
Of course, this process happens behind the scenes using a GPT model that captures the lead’s details, crafts a personalized message, and sends it via WhatsApp—leaving the lead amazed by the level of precision.
Here’s a table summarizing the 5 persuasion principles from this article, with brief explanations and practical examples:
|
Principle |
Description |
Practical Applications |
|
Reciprocity |
People feel obligated to return a favor after receiving something, even small. |
– Send a mini-course or PDF with value after they leave details. – Deliver actionable content through automated emails or WhatsApp. |
|
Commitment & Consistency |
Small initial actions create a sense of obligation to continue the process. |
– Ask leads to complete a brief questionnaire after signing up. – Encourage them to schedule meetings. – Use a chatbot for extended, engaging interactions. |
|
Social Proof |
People look to others’ behavior to guide their decisions, especially when unsure. |
– Display testimonials on landing pages. – Incorporate reviews in automated emails and WhatsApp messages. – Use video testimonials throughout the customer journey. |
|
Authority |
People trust and listen to experts and authoritative figures in the field. |
– Share media articles or interviews about your business. – Reference credible studies or collaborations with industry leaders. |
|
Liking |
Personal connections and relatability enhance trust and warmth. |
– Personalize communication using names and relevant details. – Share authentic stories and relatable content in your outreach. – Use AI to craft tailored, precise messages based on lead information (e.g., personalized WhatsApp messages after surveys). |
Final Words,
We’ve discussed the importance of warm leads—not only to improve conversion rates but also to prevent burnout in handling cold leads.
Choose one principle and start integrating it into your customer journey. Feel free to share which principle you picked in the comments!
