It’s a horrible feeling when a hot prospect suddenly goes cold. The emails stop and they no longer take your calls. It happens, but it’s important not to let it stop you from making the sale.
There are many reasons a prospect might go cold. Some of these are things that you can’t prevent or do much about. Perhaps they got too busy. If there was a shift in management in the company, or someone resigned unexpectedly, or maybe the lead has some family issues that need to be dealt with.
But there are some issues that you can nip in the bud before the prospect goes cold. Maybe they weren’t high enough to make the decision and couldn’t get the actual decision-maker’s go-ahead. It could be that they don’t think they have a need for your product right now, or they just don’t have the budget to pay for it. These are objections that you can overcome and if you sense that your prospect may be going cold due to any of these then it’s worth working hard to overcome them before that happens.
Make sure you’re checking in with the prospect often. I don’t mean sending emails saying ‘just checking in,’ but sending relevant information like articles will keep you on their radar if they aren’t making a buying decision right now.
Find a need
If the prospect doesn’t think they have a need for your product, or doesn’t understand their need enough to connect it to your product, then it’s up to you to find that need. If the prospect tells you he’s not interested or not willing to take the next step, just ask him why. He will give you reasons that you can then overcome by showing him that he does in fact have a need.
Really there’s only so much you can do to prevent a prospect from going cold, there are a lot of things that you can’t control and sometimes a prospect will stop calling and stop emailing.
But there are some things you can do to reignite a cold prospect that you think is worth keeping at.
1. Share product updates
Maybe you had a prospect that seemed interested in your product, but there was one thing he was looking for that you just couldn’t give him, so he went cold. Maybe it’s a few months later and your company has just brought in that one thing that he was looking for.
This is a perfect opportunity to get back in contact with that prospect. Sending a quick email saying that the last time you spoke you know he was looking for X feature. Well now you can happily offer him that feature. Would he be interested in a meeting to chat about it?
Or perhaps your company has brought in a discount for new customers, and you know that a prospect went cold because their budget couldn’t stretch to your product. Letting them know that they could get this discount might push them to start a conversation again, and get them back into the sales funnel.
2. Be helpful
Even if your prospect is no longer showing interest, it’s important to still stay on their radar as their situation may change in your favour in the future. The key to this is make sure you’re showing them your value. Instead of plying them with product information, delve into your marketing content and find articles that you think they will benefit from. Add them to a monthly newsletter email campaign so they get a continual flow of content without being bombarded and annoyed.
If you were in contact with them for a while before they went quiet then you more than likely found out about their personal interests, so sending them something relevant to to that would also be useful to keep you at the front of their mind if they do decide they want to buy in the future.
3. Keep it simple and straightforward
You don’t want to come across as aggressive when you’re trying to reconnect with a prospect, but if your efforts so far aren’t successful, then you need to be straightforward about what you’re looking for. Send a simple email reminding the prospect if they contacted you first, or how interested they were the last time you spoke, then simply ask then if they’re interested. Say something like ‘I assume that you’re not able to connect right now. If this is the case, please let me know and I will close you’re file, or if not, are you available for a quick meeting?’
Sometimes you need to just show your cards and get straight to the point. It may give the prospect the push they need to get back to you and get the sales process started again. If this doesn’t happen then you need to look at this last tip.
4. Know when to walk away
If your efforts to reconnect just aren’t working then maybe it’s time to walk away. There’s no point in losing precious time on a prospect who is never going to buy when you could be spending that time on ones who will. Sometimes you just have to accept that a prospect has gone cold and move on.
You can’t always reignite a cold prospect, but it’s worth trying, especially if it was a prospect that you were sure was going to buy. At worst you might be able to find out why the prospect went dark and be able to prevent it happening in the future. At best you’ll get them back in the sales funnel and hopefully make the sale. So what are you waiting for?