How to Turn a Warm Lead Ice Cold

Last week, I got a cold email.

It was good enough to get my attention. Sent from Rachel. It referenced a LinkedIn post I’d written, touched on a pain point I’m actually struggling with, and felt… personal. So I replied.

And then the magic died.

I was sent to a Calendly link.

I booked a slot.

I showed up.

And found myself talking to a completely different person: not Rachel, but Marco.

Marco wasn’t here to help me. He was here to screen me, to decide if I was worth a call with the founder, the person who could actually explain what they do. It was like a business version of a video game: clearing levels before you’re allowed to face the final boss.

I got some high-level insights into their offer, but on the whole it’s still a mystery. Basically, Marco’s job was to check if I fit their ICP and if I could afford their monthly fee.

I get it. Screening calls save time. Discovery calls are useful. Calendly is convenient. Tech makes processes smooth.

But also… I’m the potential customer here. Why am I the one jumping through hoops?

I just don’t like it.

Tech can ruin the sale

In B2B, trust is everything. And trust is built through connection.

When you swap out real conversation for layers of automation, AI-written emails, and gatekeepers, you might save time but you also make the other person feel like a line item in your CRM. I’m now thinking Rachel isn’t real. Most likely just a well-prompted LLM.

For me, that’s a no.

It’s forgettable, and it’s a little uncomfortable. And those two things don’t close deals.

What to do instead:

• If you send the first email, take the first call.

  Your prospect has already given you their attention, don’t hand them off like a hot potato. If the founder can’t take the first call, send someone who can actually help, not just screen.

• Use tech to make it easier for them, not you.

  Sure, have a booking link. But also offer: “Here are a couple of times I’m free do any work for you?”

• Screen, but add value while you do it.

  Ask thoughtful questions. Share a quick insight. Even if you’re not aligned, leave them better off than you found them. You never know where they move onto next.

Tech should be an assistant, not a barrier. If you want to stand out in B2B, make it ridiculously easy for people to say “yes” to you. Show up yourself, or send your A-team. Until the machines start buying from other machines, that human touch is your competitive advantage.

Yours in using tech for the better,

Elna

P.S. Ready to connect with prospects in a real way? My B2B sales course is now live — and for a short time, it’s just $1. Find it here

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