Just because you haven’t heard from one of your leads in a while doesn’t mean they aren’t interested in your products or services. We’ve all had those potential customers who backed out last second or set up a second call but never picked up again. Don’t give up on them just yet!
Here are a few tips explained by Joseph Vessecchia for re-engaging your old leads:
- Reach Out
It sounds obvious enough, but most people give up on leads once they show even slight disinterest. If you did your research on the prospect before reaching out to them the first time, then something about them seemed relevant. If you saw that they were in an industry that often needs your product, keep in mind that’s still true. Maybe they’re in a better place now to make the purchase. Better yet, they may have been meaning to contact you again but have been too busy with life to make the call. Always reach out to the leads who slip through the cracks. You’ll be surprised how many still want to move forward. Sometimes it takes 7–10 touch points!
2. Keep Treating them Like New Leads
Even though your lead will probably recognize you, don’t get too casual or laid back during your pitch. Treat them with the same caution and professionalism that you would use with a brand-new prospect. Don’t be afraid to repeat your sales pitch — it might remind them about some of the most interesting parts of the product or service that you’re offering. If they have any questions, give them in-depth answers, even if you’ve already talked about it before. Really try to re-engage the prospect, telling them how this sale can boost their bottom or make their lives easier. In short, give them the full run-down of the product, and don’t skip over sections of your sales pitch because you think they’ll still remember it.
We’ll cover a great tip about researching old prospects next, which should help you create a new personalized sales pitch, but don’t be afraid to ask the old lead what initially turned them away from your product. Use your best judgment on when to bring that up, and make sure you anticipate their response, so you can give a counterpoint. (For instance, if they’re concerned about money, remind them of how investing in your product can increase their sales.)
3. Do Some Research and Get Personal
Again, Joseph Vessecchia suggests to scroll through their LinkedIn profile and look at company websites. Check for updates on their bios or social pages. Keep an eye out for new developments in their life that might make your product or service even more relevant. And then, and only then, should you reach out again. Now you have all the information you need to personalize your sales pitch to their unique situation. If you already had them on the hook before, then this could be just what you need to get them over the goal line.
For more information on Joseph Vessecchia: