What Do You Do When Prospects Go Cold?
It’s happened to everyone in sales — you meet with someone new and feel great about the connection, only to never hear from them again. Maybe you’ve even had a couple meetings, and then, inexplicably, they won’t return your calls or emails. It’s frustrating, I know, but there are a few things you can try before throwing in the towel and moving on. Here are a few ideas for resuscitating prospects that have gone cold:
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Send a ‘Flurry’ of Messages
This doesn’t mean overwhelm your prospects with messages, but instead, think strategically. If a promising prospect doesn’t respond or reply, it’s time to send a ‘flurry’ of three messages. It’s best to use multiple mediums, like a phone call, text message, or social-media message, in case your emails alone aren’t getting through. In the first two messages, you want to try to instill an emotional response. Think about how to generate excitement with some sort of incentive, or instill some fear of missing out on a great opportunity. Sharing a testimonial of another client’s success in working with you can also be encouraging. In the third (and final) message, tell them that this is your last time reaching out. You want them to understand that you’re not going to chase them, which creates a sense of urgency.
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Send Engaging Content
By sending your prospects engaging content, you raise your chances of them remembering you and your brand. Try to send informative or fun content, like interesting (and relevant) articles or videos. You could also send your prospect a summary of your ideas to show them what’s possible when working with you. Again, it’s helpful to provide testimonials or case histories to back up your past successes. If your content doesn’t hold their attention, they’re going to delete it without a second glance.
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Reinforce Value
Sometimes prospects go cold because we haven’t earned their trust or demonstrated enough value. At this point, you should send a message that helps them see why you’re the clear choice to represent them. Once again, testimonials can be a powerful tool here. If past clients are willing, you could even offer to connect prospects directly with past clients to get a sense of what it was like to work with you. These types of assurances help to reduce your prospects’ fear or uncertainty.
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Be Personable
Sometimes when you still haven’t heard from a prospect after several attempts at contact, it’s time to offer a more personable approach and ask them directly what went wrong and how you can help. While respecting professional boundaries is always advisable, sometimes offering a message of concern can break through to the human side of your prospect. They will often respond to give you an idea of what is going on in their life that has caused their silence, allowing you to have a better idea of whether to move forward or not. ?
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Not all prospects turn into successful clients, but with the right strategies in place, you can create better opportunities for success and increase your closing ratio. These tips will help you conserve your time and effort and maximize your results.
Thanks for reading, and let me know what you think or if there’s anything I missed.
Brett
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Brett Weiss
Branch Manager & Nationwide Team Lead, NMLS # 227468
NEXA Mortgage, LLC NMLS# 1660690
602-410-2515 |?https://www.makemoremoneyinmortgages.com/