Let's be real: we all have a pile of prospects in our CRM that aren't closed (for whatever reason). Maybe they never engaged with you, despite your several attempts to make contact. Maybe they moved through your sales funnel but then disappeared :(.
There are many reasons why these potential customers may have stopped communicating with you. There's a good reason, though, why you shouldn't give up on them. According to Act-On, up to 80% of those ‘dead end’ prospects will go on to buy from you within 24 months.”
Hold On - Don't Pick Up That Phone
Getting the relationship going again should be easy, right? You're not alone in that mindset, according to Keith Rosen. Your competitors are thinking the same way - so do something different. Take some time to plan your re-engagement strategy.
Plan Your Follow-Up
What will be the best way to approach your leads again? Do they just need a reminder to get in touch with you? Or are they still evaluating their options and maybe need more info?
It's time to do some more research. One point Rosen suggests is to find an emerging problem for their industry. Propose a solution to that, instead of focusing on problems that already exist. You can find information like this through press releases, articles, and annual reports. You may even discover a need the customer doesn't even know they have yet.
Contact By Phone
If you decide the phone call is right, make sure you're ready to make it about more than following up. Remember: every touch should add value to your prospect's life.
Give newsworthy events that affect their company or lament success stories from current clients. New product features are good, too.
Contact By Email
Your inbox gets cluttered every day with emails you never read. Guess what: your prospect is the same way, too. Make sure your message stands out in the sea of subject lines. Some salespeople have had success engaging prospects with humor. Yesware had a 46% reply rate with this email template:
I haven’t heard back from you and that tells me one of three things:
You’ve already chosen a different for this, and if that’s the case please let me know so I can stop bothering you.
You’re still interested but haven’t had the time to get back to me yet.
You’ve fallen and can’t get up--in that case let me know and I’ll call 911.
Please let me know which one it is because I’m starting to worry… Thanks in advance and looking forward to hearing from you.
Contact With Content
Does your company have any content offerings available (hint: it should). If you feel it could benefit your customer, send it to them. Act-On says, “Start with a white paper, move on to a set of case studies, and then invite the prospect to a webinar.” Rosen suggests you send a newsletter.
He's Dead, Jim.
You're going to come across leads that you know are never coming back. Use it as an opportunity to study what the lead taught you. Max Stinson recommends you take the knowledge from your interactions. Use it moving forward for similar leads.
It might have been they weren't in a decision-making position. When prospecting the next company, target someone in a more senior position.
Welcome to the
Dead leads are too valuable to leave unattended. Take some time to bring them back to you. If nothing else, you'll learn something you can apply to future prospects.