Nurture Your Prospect Back from the Dark
Bring the prospect back into the fold
All sales development professionals share common frustrations. Between the struggle of reaching prospects by phone and dealing with daily rejection, it can be as mentally draining as it is rewarding. One of the biggest hurdles SDRs often face: bringing an interested prospect back into the fold after a long hiatus. Often times a prospect will express interest in taking an introductory call — only to never be heard from again. When this happens, SDRs will scramble to reconnect with the prospect, potentially all for naught.
demandDrive isn’t exempt from this common inside-sales problem, in fact reconnecting with a once-interested prospect that has gone silent is embedded into our SDR training. We call it two-way nurturing, and it can take on a few different forms.
Here are 3 practices that our SDRs utilize when attempting to re-engage interested prospects:
Part of demandDrive’s teleprospecting call plan requires our SDRs to label prospects with a “lead status”. This action ensures better organization across our entire team and allows our SDRs to differentiate the status of a prospect very easily. A prospect that expresses future-interest is designated and labeled as a “Nurture” account, which means they require continual prospecting over a longer period of time (longer than the average dD call plan).
For “Nurture” accounts, our SDRs setup tasks to keep the prospect engaged via email content. Typically, our SDRs will alternate between calls and emails over a set time period, in hopes that any of the touch points will generate a response from the prospect. Patience and dedicated persistence are necessary to successfully bring the prospect back into the fold . It’s essential to allow for time in between messages and to use relevant content. It will require less work from your SDR and should drive a higher reconnect rate.
A Nurture status can also be placed on leads that get passed to a closing rep, but might not be ready to enter the sales pipeline. In this instance we’ll take the lead back and put it into one of our two-way nurturing programs, giving them relevant content over a set period of time until they are ready to enter the sales process. When this happens the lead that gets passed back to the sales rep is more qualified than before, and usually moves through the sales funnel at a faster pace.
Mass email campaigns
A lot of the time prospects who aren’t responsive will get lumped into a standardized lead status, and that allows an SDR to send each one a targeted email without having to granularly personalize it. These emails usually have a subject line that catches a lot of attention. Examples are “Should I stay or should I go?”, “PERSISTENCE OR HARASSMENT?” and “Setting up our call” to name a few. The goal is to get the prospect to open up the email, and from there you let the content do the rest. A lot of times it’s a press release or new marketing material that your client has recently released, and by including that it prompts the prospect to ask for more. When the piece of content can resonate on multiple levels, you can add it into multiple emails. Getting a hand-raiser from these campaigns means that the prospect is usually further along in the qualification process, and you can pass over a lead to your sales rep that should easily move through the sales funnel.
Targeted email campaigns
Similar to the prior method, this email blast calls out your previous conversations and lays them on the table. If you gather a large group of prospects who have said, for example: “send me some information and we can connect in a few weeks” you can simply call that out in the email body. demandDrive recently had success with lines such as “I hope you can appreciate my persistence” and “I’ve reached out to you previously in regards to…” By calling out a specific scenario it will trigger the prospect to look through their cache of emails and find your conversation, usually eliciting the desired response.
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Originally published at demanddrive.com on January 29, 2016.