Warm-up Those Cold Leads: The Fastest Ways to Connect with Prospects

Table of Contents

In sales, we are often told we can't have them all. We must learn to walk away. 

Indeed this is excellent advice. The only problem is, you might have walked away from a potential sale because you thought it was the dead end already. A cold lead, so to speak.

Cold Lead

As a salesperson, you've probably seen it before: The old vanishing act. A lead that showed promise gradually becomes unresponsive and goes cold, icy cold. Next thing you know, it's disappeared. You now have on your hands a cold lead.

What is cold lead anyway? 

A cold lead is when a person doesn't show any interest in buying your products and services. 

Prospects who are qualified but who aren't ready to purchase right away are cold leads.

And then some.

Aged leads are those that have been on your list for, let's say, 30, 60, or even 90 days. They are potential buyers because they have filled out paperwork or an online questionnaire or responded to your sales post but didn't make a purchase.

But wait! Even if they fall into the cold lead category doesn't mean you throw them out. Not all hope is lost forever. With effort and care, cold and aged lists can quickly come back.

Why? Obviously, they are customers who at one point in time inquired about your products and services. As long as they fall into your target market and have the same qualities as your previous customers, they can nurture into becoming a hot lead.

Believe it, these types of customers are easier to convert.


Helpful Tips in Converting Aged Leads

What do you do with a qualified lead, but it has been some time and didn't close a deal? Did you put them at the back of your mind? Or worse (cringe), forget about them?

Did you know that 99% of small businesses throw these cold leads away from or let them fall through the cracks because it's time-consuming and expensive to follow them up?

But the truth is, you can save a lot of money when you use old leads in your sales method. The most significant distinction is just that they are much older.

Build a New Portfolio

Building a database based on aged leads is cost-effective. You can easily create a vast database of interested and potential customers.

 Scale the Process

Validate your sales strategy in place using aged leads. It is cost-effective to boost your sales funnel with more prospective customers from your aged list.

You may hand leads back to marketing for re-engagement and continual nurturing, fostering opportunities for the sales team to pursue again in the future when the timing is optimal.

When the prospect decides its time to buy, they don't need to be re-sold because they have the data to make a good buying decision – your product.

Have a Care For Their Needs

Make sure that this time around, you have well-researched info about your lead before you re-engaged. Know the reason why they didn't buy from you.

By giving care to their particular requirements, you can fashion your approach to their needs.

An excellent way to start your correspondence is by addressing the probable cause of their vanishing act. For example, if it's the price, offer a discount. If it's about whether your solutions fit their requirements, tell them you can have an in-depth discussion of what your product can do for their business.

The start of re-engagement with cold leads starts with understanding the needs that they have.

Give Without Expecting Returns

Make sure that when you re-engage, do not ask for anything in return. Do not make a sales pitch. Instead, you can attach informative videos and articles. They are great magnets for re-engaging an old lead. Case studies, whitepapers, industry-specific data are also excellent tools for re-engagement.

By doing this, you boost your brand image because it sends a message that your company is dedicated and committed to providing solutions to the industry.

Remember, no selling at this point. When the lead is open to re-establishing communications with you, you may send promotional emails down the line.

Enclose your contact details and information as prospects may need help using the materials you have sent their way.

Retarget and Apply the Concept of Pre-Suassion

In Robert Cialdini's book Pre-Suassion, he described the coined word as the process of making recipients of a message receptive even before the message is received.

An example of this is to retarget hyper-specific ads to cold leads based on social media platforms. This way, you can reach your cold leads with your pitch before you send an email or a direct message to them.

Send Them Interesting and Relevant Updates

You can send your cold leads additions to your portfolio or details about your new services to generate interest. This will make them feel valued.

But of course, send them updates that are relevant to them. You ensure this by looking for specific needs that your cold leads match your new products and services.

Personalize Your Approach

Clients, of course, have different preferences. Some may respond better with a text, a phone call, or email. Many professionals respond to a direct message via LinkedIn. So it is advisable to use different means of communication to try and get in touch with them.

Now and then, you may want to switch it up. You may connect via email, social media, or even the good old-fashioned handwritten notes and letters in the mail. Believe me. This is a nice touch that many people appreciate.

The crucial thing is, do not use all the channels at once. Or you run the risk of becoming the annoying orange.

Key Takeaway:

When it comes to cold leads, patience, persistence, and perseverance are the essential ingredients in turning them into hot leads. 

There is some interest there. It's your job to work them through your sales pipeline and turn them into satisfied and happy customers.

Try out the tips above, and you will find you will be more effective in reaching out once more with your target audience.