Did you know 90% of all meaningful customer interactions are happening over the phone? Although the death of cold calling has been grossly exaggerated, its definition has changed. With the help of the Internet and other tools available to sales reps, they are no longer “cold calling” they are “warm calling.” We recently sat with Brian Burns, host of The Brutal Truth About Sales & Selling podcast. We discussed how sales reps can be more effective each time they pick up the telephone for outreach and how they can make the most of their time with a prospect.