It’s always difficult for a salesperson to lose a prospect that seemed to have potential to become a customer. If this is a rare occurrence, it might be less painful, but when it happens fairly often, that can result in a lot of missed opportunities and a lot of potential sales that might never be realized. You can spend time analyzing why leads grow cold of course, and try to draw useful conclusions that will help prevent it in the future, but there are also some things you can do right now to help recover that cold lead. Here are a few suggestions for turning that cold lead into a warm prospect again.
Make Sure Your Messages are Relevant
One of the best ways that you can make your messages relevant to a specific prospect is to avoid using the one-size-fits-all delivery approach. This will come across as disingenuous, and it won’t get you any closer to reviving a cold lead. Instead, do some solid research on your specific prospect before trying to rekindle their interest. If you can take the time to do some groundwork about your prospect, you’ll come across as much more impressive, and you will also have some relevant speaking points during your pitch.
There are many sources you can tap to help with this research, including all recent news about the prospect’s company, social media channels where they might be active, becoming involved in any webinars they might offer, and sifting through public reports provided by the company. When you have exciting and customized speaking points that you can engage a prospect with, you are much more likely to get their attention and revive some genuine interest.
If phone calls and direct email pitches haven’t been very successful, you still shouldn’t lose hope. You can always maintain a presence in your prospect’s business vision by just being helpful in a passive manner, rather than using an aggressive sales pitch. Regardless of what your prospect’s actual business situation is, even if they’re not at all interested in making a purchase, it’s worth your while to be as helpful as you can, and let them know you’re available when needed. Some of the things you can do would be to provide business tips in their mailbox, remind them of your company brand in any way possible, and maybe even offer some free business tool that you know would solve one of their issues. After that, watchful waiting just might win the game.
Use the Classic Approach
Years ago, the direct-mail approach to marketing espoused a simple nine or 10-word email format, which became favorable because of how concise it was and how directly it got to the point. While using this approach can carry some risk, it also still has a chance to provide big rewards if you catch your prospect’s attention with its brevity and its relevance. The danger is that if your 10-word query is overstated, and if you don’t phrase it with professionalism and precision, it could be considered as spam and discarded before ever reaching a prospect’s eyes. If you feel confident that you can professionally phrase the query which you send to a prospect, it could start out something like this, “Do you still need to…?”
Consider the Future
When you think about your prospect’s needs, don’t just bring up those things which would be beneficial for their current business situation within the marketplace. Take a little time and research that market so you can identify what your prospect’s future needs might be, especially any challenges or opportunities which may occur within the next year. Then when you have a chance to have a conversation with your prospect, you will not only be able to impress them with your knowledge of the industry, but you may even have identified some future needs they haven’t yet considered. That’s when you can relate to them how your product will solve that need, and how it will make their business life a lot better.
Update Your Information Before Re-Engaging a Cold Lead
If you have many prospects which have gone cold, chances are the information residing in your CRM system has gone cold right along with it, and that means there’s a pretty fair chance of it being outdated. One of the worst things you can do after several months have gone by without contacting a lead, is re-engaging with them and bringing up old information that is no longer relevant. Before you attempt to revive a cold lead that has gone stale for several months, it’s a great idea to take time to update your information, and make sure that all the data you have about your prospect’s business is still relevant, and that it still contains useful speaking points.
Think Outside the Email Box
Phone calls and emails are not the only way to re-engage with a prospect who has gone cold. It’s to your advantage to make use of other channels which might provide the access you need to make your pitch. By monitoring your prospect’s social media presence and activities, you may have opportunities where you can engage with them by commenting on one of their posts, re-tweeting something they have already posted, or making your subtle posts on a media platform you know they make use of.