How to Restart the Conversation When a Lead Has Gone Cold

Adding new customers to your sales funnel is essential for growth, and lead generation is vital.

For many industries, generating a lead can cost anywhere from $25 to $300. So, after you’ve made an initial contact or pushed for a commitment, what should you do when prospects disengage?

Don’t give up! When leads stop responding, hope is not lost. Smart entrepreneurs can use many strategies to rekindle interest. Here are a few options to consider:

Prime the Pump

Leads go cold for a variety of reasons, but that doesn’t mean you should abandon them.

According to Jim Obermayer, author of Managing Sales Leads: Turning Cold Prospects Into Hot Customers, 56% of people who indicated they might like to buy a product are still in play six months later, and 35% percent are still in the market after one year.

“Leads do not go cold as much as it is not yet their time to buy in the one-year cycle,” Obermayer said. “A rep may approach them before they are ready.”

Though it’s challenging to follow up after a long window of time, Obermayer suggests priming the pump, using an email first, followed by a personal call.

Ask One Key Question

Don’t start a conversation without a strategy or direction.

When you reconnect, remind the prospect of the last time you spoke, the level of interest they expressed, and any questions you discussed.

If they weren’t initially ready to buy, tell them you’re following up to gauge interest or update them on what’s changed since the last interaction (like a revamped product or updated subscription options). If they still seem non-committal, don’t be afraid to ask this question:

“Should I close your file?”

Differentiate Your Approach

If leads have been ignoring your outreach attempts, try adding value, or shifting your approach.

Consider a direct text message campaign, an email with a link to a freebie, or a direct mail invitation to a special event. Custom videos can also provide a non-threatening way to break the ice. Call prospects by name, refer to your previous conversation, and send an encouraging message to show you care about them personally.

You may be surprised by what a kind word can do!

Send a Break-Up Email

If you’ve followed up with someone multiple times and your prospects seem bleak, it’s ok to send a farewell message.

In fact, a last chance email can elicit a 76% response rate. Used in a friendly, conversational way, giving final notice can jolt someone out of complacency and get them moving.

Here’s one example:

Hi Tina,

After several attempts to reconnect, it seems your interest in _____ may have waned. That’s totally fine, but I’m just wondering if we should keep trying or find a better time?

To keep things simple, I’d appreciate if you could respond with a simple keystroke (reply with either A, B, C, D, or E) to indicate your level of interest:

  • A. Stop emailing me with attempts to connect but continue to send event invitations.
  • B. Please remove me from your list.
  • C. I may need your help, but the timing isn’t right. Please keep trying!
  • D. I want to schedule a time to talk – could you please send your availability?
  • E. I forgot who you are. Can you refresh my memory?

Thanks again, and I look forward to hearing from you!

Think of Reconnecting as an Opportunity

One of the best ways to revive a cold lead is to stay positive.

Don’t worry about annoying a prospect; the only way you’ll know if someone’s interested is by asking! While you don’t want to be pushy, it’s better to error on the side of optimism. In reality, only 10% to 25% of all leads are followed up on. By following up, you stand a chance of standing out.

Generate Leads with a Winning Sales Letter

Are you looking to entice a new lead or land a big client?

Today’s marketers know direct mail is an especially persuasive medium. According to 2018 direct mail response statistics, direct mail offered a 9% response rate to house lists and a 4.9% response to prospect lists. And one of the most potent tools of the trade is the good old-fashioned sales letter.

Want to grab attention with a persuasive, relevant, engaging letter? Here are a few tips:

Start with a powerful hook

If you want readers to make it past the first sentence, your first paragraph must arouse curiosity, evoke emotion, or resonate with a problem or pain point of a specific individual.

People can’t finish what they don’t start, so the opening sentences must be rock solid.

Make your sales letter look like a regular letter

The most relatable letters are those that feel personal.

For a more casual effect, use script font or type-writer styles like New Courier or Prestige Elite.

Write with a conversational tone

Use personal pronouns and write for one: I, the letter writer, am talking directly to you, the reader.

Avoid the pompous business-memo style or fluffy ad-speak. Be friendly, natural, and specific.

Use skim layers for easy reading

Underline phrases and indent paragraphs for emphasis, or use asterisks, bullets, dashes, or arrows to make reading more efficient.

People are turned off by long blocks of text, so keep your page design lively and your language succinct.

Use benefit loaded subheadings

Improve reader response by including precise user benefits that match your target audience.

Hikers have little interest in buying boots. What they want is dry, blister-free feet. Remember, people don’t buy products, they buy better versions of themselves.

Make it about them

Focus on readers and their needs rather than your product and its features.

For example, instead of highlighting “our high-caliber bookkeeping software,” try something like this: “Account for EVERY CENT with smart, secure book-keeping.”

Add colors or borders

The most important information in your letter should leap off the page.

Can you highlight a paragraph in yellow? Add blue “handwriting” font in the margin? Put a box around copy that absolutely cannot be missed?

Use a specific call to action

Explain what you’re selling, what it can do, and how they can get in on it.

Add discount offers, expiration dates, or “magic” marketing words like irresistible, no-obligation, flash sale, hassle-free, guaranteed results, buy one get one, free trial, or last chance offer.

Tell and Sell with This Winning Combination

There is an old saying in direct mail: the letter sells, and the brochure tells.

In any direct-mail package, combining a letter and brochure can be an especially powerful combination.

Ready to get started? Save time and trouble by partnering with our experienced team! When you’re ready to move ahead, we’ll help you create stunning pieces that make your message shine. From initial formatting to direct mail packaging and delivery, we’ll do the heavy lifting and streamline the entire process.

Visit us online or give us a call today to talk options!

Selling Yourself Without Selling Out

Lisa Price describes herself as “the accidental entrepreneur.”

She got her start in her mother’s Brooklyn kitchen, creating body butter and selling it at the flea market at her mother’s church. Customers would stop by, smell a few things, and ask one inevitable question: “Do you have anything for hair?”

Price made this her top priority and never looked back. “Carol’s Daughter,” Price’s ridiculously popular natural hair care and beauty brand, eventually became a multimillion-dollar business that sold to L’Oreal in 2014. Price says the ability to spot innovation, create something, and sell herself have been several keys to her success.

Negotiating Well and Staying True to Yourself

How do you sell yourself without selling out?

Price was committed to finding healthy ways for African-American women to care for their hair. She stayed true to this mission (though her customer base eventually included Caucasian women as well). While touting natural products in place of highly popular chemical relaxers used in salons, Price presented herself as a simple girl with simple solutions.

Her product popularity coincided with stints on the Home Shopping Network and the rise of YouTube. Price could offer product demos, educate young women looking for solutions, and bring affordable alternatives to young markets. In 2009, “Good Hair” (a documentary produced and narrated by Chris Rock) showed a can of Coca-Cola dissolving in a chemical relaxer, and momentum spiked: women using relaxers in their hair dropped from 89 percent to 36 percent in just two years.

“The Internet makes everything democratic,” said Price. “Larger companies got left behind.”

Along the way, Price grew comfortable negotiating for her company and fighting for herself without folding under pressure.

Want to emulate her experience?

While you may not feel very powerful before signing a new deal, career coaches say you have the greatest negotiating power during the short time between being offered a job (or a contract) and formally agreeing to take it.  

Negotiating in these situations can increase your earning potential and ensure you’re properly compensated both now and in the future. So prepare well before coming to the table! This may include researching market averages, calculating your value (or your product value), and preparing your talking points in advance (i.e., years of experience, sales goals achieved, or unique benefits your product can bring).

Rehearsing with a friend, asking for more than your target number, and communicating with confidence can bring significant gains when you sit down to negotiate. And don’t worry about offending. Forty-three percent of job recruiters say it doesn’t impact their view of a candidate if one negotiates for salary, and 19 percent said it has a positive impact.

Price shared her advice for when an acquisition or initial salary offer isn’t right. Her script went something like this:

“I appreciate everything about this deal and am so excited, but if I have to live with this particular offer, it might be hard for me to be fully there and present. I don’t want to be distracted and thinking about other opportunities, so . . . ” Here, Price would lean in, give a specific ask, and let the chips fall. (It worked; she got more money.) When it came time to sell her company in 2014, Price said that outside of her marriage and children, this was the proudest moment of her life.

Negotiating is incredibly important because when you stand up for yourself, you tap into your skills to ask for more. This ultimately sends a message that you deserve it – which means you’re more likely to receive that request!

Increase Conversions with Great Closing Techniques

The most expensive deal in baseball history was finalized this February in a casino.

The Phillies pursued outfielder Bryce Harper for months, introducing him to some of Philadelphia’s finest, sweet talking him in the high-backed gold leather booths of the ARIA resort in Las Vegas, and ultimately offering him the most expensive deal in baseball history ($330 million over 13 years).

At age 26, Harper signed the longest contract in baseball history. In a casino that radiates the fragrance of mid-century Hollywood, the showmanship of the atmosphere embodied the glamour of the agreement. It was an epic conversion.

Just Sign on the Dotted Line

Sale-closing conversations can be nerve-wracking and nuanced.

No matter how impressed people seem during your presentation, there’s no telling whether they will postpone or look elsewhere. After wooing your customer, it’s time to take the plunge and ask for a commitment.

Here are a few keys to make this step easier.

Identify the Decision Maker

To close a deal, be sure you’re actually talking to the person in the driver’s seat.

In some cases, supervisors send scouts in to assess the options, but they do not have decision-making authority. In this case, be sure to customize your pitch to the decision maker or do whatever you can to arrange a meeting or phone call with this individual.

Offer a Solution

Sales can seem pushy if they center around your product or package.

When working with a prospect, do your best to provide a holistic solution that meets their business needs. If a consulting relationship would be better than a particular product, consider how you can flex options or offer a better fit.

Solutions-focused conversations include re-stating customer concerns, asking clarifying questions, overcoming stated objections, or possibly returning later with more information.

Be genuine and assure clients that you care about their business (and not just the sale).

Attach a Deadline

No decision is, in itself, a decision.

It’s human nature to shy away from commitment, and your job is to help people overcome this inertia. Offer incentives to commit: a discount, a free add-on, or a trial subscription to start.

Incentives give your prospects a reason to make the decision NOW, giving them confidence that they have the upper hand in negotiation.

Ask for Next Steps

After any customer call or completed action item, ask your prospect how they would like to proceed.

If they are uncertain, make suggestions or ask pointed, closing questions.

Here are some options to get you started:

  • Why don’t you give us a try?
  • Ready to move forward?
  • Why don’t I send over the proposal now?
  • It seems like this is a good fit for your company. What do you think?
  • If we throw in ____, will you sign the contract today?
  • If we could find a way to deal with _____, would you sign the contract by ________?
  • You’re interested in X and Y options, right? If we get started today, you’ll be up and running by ___.
  • Unless you have any other questions, I think we’re ready to move forward!
  • When should we begin your _________?
  • What are your next steps?
  • Why don’t I leave you with ____ and follow up ______?

Being a courageous, tactful closer is one of the most important techniques you can master.

Use incentives, closing questions, and solutions-based options to move your prospects to action. Superior networking tools will only strengthen your ask, so visit with us today about printed pieces that can help you seal the deal!