How to re-engage a lead that expressed interest with the re-engagement flow?
In this text, you will learn the importance of retrieving a lead that disappeared after a connection and how to create a flow of reengagement.
You started a prospect stream, got a connection, but your lead just stopped responding to you. And now?
After all the initial work, you don’t want to see it all go down the drain, do you?
Gee Gabi, but if the lead stopped responding, isn’t it because he’s not interested?
Not necessarily!
He may have run out of time to respond, maybe you didn’t generate urgency or value in the last contact, he shifted his attention to another matter he considers more urgent…
Anyway, the list of possibilities is long and there is no point in creating false expectations.
The truth is, most salespeople prefer to forget about the leads that stopped responding and move on to the next one.
But is it worth forgetting that lead that, at some point, paid attention to your product/solution?
If like me, you believe that re-engaging leads is a good opportunity to increase your pipeline, then you are in the right place!
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- Step 1: when placing a lead in the re-engagement flow
- Step 2: Creating a Reengagement Flow
- Step 3: refresh lead memory
- Step 4: Generate Value
- Step 5: ask
- Step 6: time to say goodbye and move on to the next one
- Conclusion: don’t let a good opportunity slip through your fingers!
Step 1: when placing a lead in the re-engagement flow
First, let’s define when it’s time to reengage a lead:
- When the lead responded to your cold mail or cold call, they were interested in your company and then you couldn’t get any more contacts;
- When the lead gave you a no-show and didn’t show up for the DBA meeting;
- When the lead converted on your site but did not respond to any contact attempts.
It is important to keep in mind that the re-engagement stream should be used when interest has already been shown.
But can I apply every time I want to resume a contract?
No, young man.
When the lead is already in an advanced stage of the pipeline, let’s put the recovery flow into action.
And you can’t reengage a lead who has never talked to you either.
Step 2: Creating a Reengagement Flow
Build a cadence flow with each of the re-engagement steps well defined so you know what your next action should be and when to take it.
As already said by Vinícius in our Sales Engagement course, a re-engagement flow lasts 3-6 months with more spaced touchpoints.
Task creation will vary depending on your current sales process.
If your average ticket is lower and you need to gain in volume, it makes sense to have a more automated flow and email-only contact attempts.
Now, if you sell to an enterprise market, it’s worth investing a little of your time in reconnection attempts over the phone or social media, in addition to emails.
A good average interval between touchpoints is 20 days. But this average is very general and you should consult the benchmark according to your market.
Step 3: refresh lead memory
No more thinking that the lead remembers what has already been said!
At the beginning of the re-engagement flow, you need to remind your lead who you are and what the problem commitment created earlier was so that he remembers why he paid attention to your company.
Therefore, it is very important to show which pains were raised in the past.
If you want to re-engage a lead who requested a contact through your website, it will be more difficult to address the problem/interest, as you haven’t had the opportunity to learn more about their scenario.
An alternative is to try to ask if they are still interested in getting to know your company better and how you can help them.
Another idea is, depending on the stage of the journey and the level of complexity of your landing page, to add a field for the customer to fill in with the pains he can identify on his own.
Step 4: Generate Value
Still, he didn’t answer you? How about changing the tone of the conversation a little?
Send text relevant to your lead based on what was discussed earlier and what the lead was interested in.
Invite him to events, webinars, free courses. Send rich texts and materials that relate to why he has paid attention to you in the past.
That way you have the opportunity to generate value for your lead and show yourself an authority on the subject.
In addition, it’s important that your lead understands that you’re with them in the purchase process and that you care about helping them. After all, that’s your goal, isn’t it?
Step 5: ask
Leads usually don’t make it clear why they got disengaged.
Maybe something has changed in your lead’s scenario, or he’s hired a competing solution, or he’s on vacation and hasn’t left an autoresponder set up.
The best way to find out is to ask.
Take advantage of the answers to analyze how you can prevent these leads from going cold. A golden tip is to always leave the next steps well defined and not take too long to have a new conversation.
Step 6: time to say goodbye and move on to the next one
One of the worst feelings for a salesperson is being unresponsive.
But happens.
The best practice for ending a reengagement stream, or any other cadence stream that comes to an end with no responses, is with a good breakup email.
Make it clear to your lead that you’re stopping there, but that you’re open to resuming when he feels ready.
Conclusion: don’t let a good opportunity slip through your fingers!
There are several reasons for a lead to stop responding.
But never let the lack of response make you believe the opportunity has been lost! If they are still interested, re-engaging them will be a good way to get back to business.
Have you seen my cadence flow and my templates and want a tool that makes this job easier for you? You can send me an email to gabriela.rocha@outboundmarketing.com.br or click on the banner below.
If you have any questions about the re-engagement flow or have any suggestions, you can leave your comment here or feel free to send an email as well.
