How to implement a successful call transfer strategy

When a consumer is ready to act, speed matters. Whether it’s a pressing need or an impulsive desire, if there’s friction in the buying process, they’ll move on fast. That’s why having a streamlined, well-structured call transfer strategy is essential. 

With the right process in place, you can reduce delays, connect prospects with the right reps instantly, and accelerate your sales cycle. Call transfers aren’t just efficient, they’re the key to closing deals before interest cools off.

What is a call transfer?

A call transfer is the process of transferring a consumer who is live on a call to a Sales team. This process is designed to always connect the lead with the right person or business to ensure excellent customer service and increased conversion rates. 

This is valuable for lead sellers, as it allows them to monetize their leads and sell them in a format that, oftentimes, their lead buyers are requesting: an inbound call. For advertisers or lead sellers, these are often valuable as well, as they allow them to purchase a form of a lead that has guaranteed contact, high-intent (at least in theory), and is guaranteed to be exclusive at the moment the call is transferred. 

Companies across numerous verticals are using call transfers to effectively increase the number of leads they are purchasing. Call transfers are great ways to immediately connect with leads and help companies get in touch with leads faster.

There are two main types of call transfers, and while they go by several different names, they are most commonly referred to as cold and warm transfers.

What is a cold transfer call?

Cold transfers – or blind transfers – are when calls are transferred to a recipient with no prior knowledge of the lead on the phone. When a call center is faced with a surplus of leads or is under a deadline, a cold transfer is the quickest way to connect a high volume of leads with a business. While less personalized and efficient, cold transfer calls can easily be handled by an automated call distribution service.

Cold transfers are a quantity-over-quality approach.

What is a warm transfer call?

Warm transfers – or soft transfers – are a more personal type of call transfer that involves contacting the consumer, confirming their interest in a specific product or service, and then transferring that consumer to speak with a company that provides the product or service the consumer is interested in. Warm transfers are more likely to enhance the consumer’s experience with a personalized touch. Operational Principal Analyst at TeleTech Holdings suggests for warm transfers, “Be human, and take the time.”

Call transfer vs call forwarding

While often used interchangeably, call transfers and call forwarding are not the same, and understanding the difference matters when building a high-performing, compliant call strategy.

Call forwarding automatically routes an incoming call to another number—without the caller’s knowledge or interaction. It’s typically used when the original recipient is unavailable, allowing calls to be redirected to another team member, voicemail, or even a backup line.

Call transfers, on the other hand, occur when a live call is actively handed off to another agent or department. The caller is usually informed, and the transition is more controlled and intentional—making it ideal for high-intent sales conversations. With warm transfers, especially, this approach improves personalization, reduces customer frustration, and increases conversion potential.

In short:
➡️ Call forwarding is passive and automated.
➡️ Call transfers are live, intentional, and better suited for lead monetization.

Call transfers & TCPA compliance

As valuable as call transfers are for lead gen, they come with TCPA liability. If you’re contacting consumers via call transfer without prior express written consent, your business could face steep fines, lawsuits, and brand damage. This is especially true when using auto-dialers or routing through third-party call centers. To stay protected, it’s critical to document every lead’s consent before the transfer takes place. That’s where TrustedForm comes in.

TrustedForm provides independent proof of consent for every call transfer, giving you the documentation you need in the event of a dispute and the confidence to scale your call strategy compliantly.

Why should you consider buying call transfers?

There are several benefits to your company and the consumer by implementing a successful call transfer strategy. Here they are, listed below.

Exclusivity

A call is only transferred to one company and these leads are never marketed or transferred to a competitor. The exclusivity of these transfers affords your Sales team the luxury of only focusing on the transferred lead, and not the competition. Stop competing, start selling.

Guaranteed contact

Unlike online leads that can require a laborious follow-up process – and unfortunately could also leave several leads uncontacted – call transfers can guarantee contact between leads and the Sales department. When a consumer is transferred, they are connected immediately with the appropriate member of the Sales department. This can help eliminate buyer indecision, help meet a consumer’s needs immediately when they arise, and optimize your speed to lead.

Performance-based pricing

The Business School Professor from Harvard University, Benson Shapiro, eloquently summed up the value of performance-based pricing: “Performance-based pricing is insurance.” The performance-based pricing model is an economically logical pricing strategy to prevent your company from overpaying for an underperforming service. The more qualified leads a call center transfers, the more the call center will be compensated. 

High intent

Call transfers allow you to directly interact with a hot lead who is interested in your product or service. Every call transfer consumer will have met an established criteria and will have demonstrated a willingness and capability to make a purchase. This process allows Sales to expedite the traditional sales pitch because the consumer is already on the hook; Sales just has to reel them in from here.

Final thoughts

Call transfers are an efficient way to allocate resources, only connect with interested leads, and improve your ROI. Cold transfers allow Sales teams to work with bulk orders, while warm transfers can help increase sales conversions. An adaptable call transfer strategy should be a part of your sales process to help diversify your lead acquisition strategy and reduce marketing spend.

Whether you’re running cold or warm transfers, TrustedForm can help protect your business from TCPA violations. When every transfer is backed by TrustedForm’s independent proof of consent, your sales team can move fast and stay compliant.

Experience the power of TrustedForm today.