Reaching Out to Old, Cold Leads

Reaching Out to Old, Cold Leads

They’ll tell you that an old cold sales lead is worthless – that the name and contact info is exactly equal in value to a blank piece of paper with no name and contact info. But who are they to say such things? And who are “they” anyway?

No need to bury your old cold leads when there’s still a chance for resuscitation. But what do you do when you have a group of names that have shown some interest in your products and services but haven’t followed through?

Give them a call? Perhaps. But if you’re talking about a bunch of names, the cost of calling each person on the phone could be too high – especially when the payoff is much closer with the warm leads you’re working and, like all of us, you’ve only got so much daylight to make each thing happen.

Use high-pressure sales tactics? Not advisable. And not usually effective. These could just annoy the lead and hurt the relationship you want to build.

How about email? That’s a good option indeed, if done wisely. Even with an old cold lead, you are stilling starting with a level of interest. Use the email to remind your prospect of their original interest. Then appeal to them with a “new and improved” solution to this interest. For example:

Revisit your offer – Provide a free gift, increase the discount, make the payment plan easier, lengthen the warranty or strengthen the guarantee. Whatever it is: reduce the pain and the risk of moving forward.

Word your message right – The subject line has to grab the reader immediately. The first couple of lines of the email have to spark an interest, and you’ve got to keep it short. Additionally, don’t be “salesy”. Be friendly and helpful and laid back.

Make it personal – Use the customer’s name in your greeting. As you have other information, make it even more personal. For example, if you know the person is a big football fan, mention something about his team’s success. (But if you don’t know that – beware. Don’t mention the success of his in-state rival.)

Be responsive – This is a test of your customer service, so be sure to pass it with flying colors. If someone responds to a free offer, set up an autoresponder to reply and give them further directions. For example, set up an email address specifically for the free offer. Also, be sure to include your name and contact information and invite them to contact you directly. As responses come in, keep track. If anyone replies but doesn’t proceed, you can follow up with an email or possibly telephone call to remind them, say, that the offer expires in one week.

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