Bring Aged Leads Back from the Dead

July 23, 2018
Aged Leads

 

Sometimes you’ll get leads that have gone so cold, been so neglected, that they’re dead as a doornail. You’ll pull your cold leads call list and it will seem like a graveyard. It can happen to even the best aged leads. But what if I told you that you can, in fact, bring aged leads back from the dead?

It’s amazing what the right sales tactics applied to cold leads can do. You don’t even need to be a miracle worker, just a diligent sales professional. Here’s how.

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1. Restart

Have you started to memorize a lead’s outgoing voicemail message? Has your lead gotten tired of hearing your rep Sally’s voice? It can happen. But did you know you can restart the process by switching gears?

Think about ways you can automate this. At regular intervals, take the leads who have stopped taking calls and enter them into a non-phone lead nurturing campaign. Try an email drip campaign, or a direct mail campaign, if you have the resources.

If your sales reps are striking out, consider automatically redistributing the leads. You can put them into a group “shark tank” pool, or rotate them some other way. Just so Sally can move on to new leads and the aged lead gets to hear from someone new.

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2. Reframe

You’re moving a promising aged lead through your funnel and the next thing you know they drop off. Instead of fighting this silent “no,” consider reframing the conversation. Try having a “retention analysis” team member conduct a quality assurance follow-up looking for feedback. This can have several benefits.

Firstly, it’s always good to get a lead talking again. Second, this follow-up conversation is going to be all about that lead’s sales objections. You can, of course, take these critiques to heart and use the knowledge to improve your team’s sales training. However, you can also take the opportunity to address these sales objections better than your rep did the first time around. Finally, consumers really want to feel listened to. If you can accomplish this well in a follow-up, you may build enough rapport for them to give you another chance.

3. Remarketing

A lot of aged leads end up dying on the vine. They weren’t ready to be closed when they were being worked, but instead of being put into a nurturing process, they get marked as “closed lost.” This is very common. Statistically, most leads are never contacted after the first week. A small percent completely fall through the cracks and never receive a call at all. But there’s no good reason to neglect a lead that’s been disqualified “for now” forever.

If you don’t already have such a system in place, think about implementing an automated process to deal with these missed or unexplored opportunities. Run a remarketing campaign that pulls out these leads and puts them into an automated lead nurturing process. You’d be surprised how often you’ll be able to re-engage with such leads when the time is right.

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4. Review

If you manage a sales team, make sure to review their target account lists on a regular basis. It’s easy to get preoccupied with a handful of hot leads while others fall through the cracks. Maybe the problem isn’t that the lead has stopped taking calls after all. Maybe it’s been too long since you reached out, or contact has been too spotty. More than a couple weeks without engagement with a qualified lead is something you want to avoid.

Reviewing progress can help keep you and your sales reps focused. If you’re chasing sales with aged leads that aren’t going anywhere, it may be time to move them to a nurturing campaign, switch gears with a new rep, or send your “retention analyst” to talk to them. It will free up time to work other promising leads that may have been neglected.

5. Restock with the Best Aged Leads

If you’re able to put these insurance sales tactics into practice, you’re going to find yourself running low on aged leads in no time. Use automated efforts to keep your current batch engaged with remarketing and lead nurturing campaigns. Then look at restocking from a reliable supply of the best aged leads, such as The Aged Lead Store.

Best of all, you can work your new batch of aged leads with the same tactics you used to bring those dead-as-a-doornail leads in your call list back to life. If a lead becomes unresponsive, think about a restart with a fresh approach, consider remarketing for promising leads that have gone cold, or reframe the sales discussion into a quality assurance discussion, and make sure to review progress to keep your team’s efforts focused. Master these tactics and you’ll be able to bring almost any aged lead back from the dead.  

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Get started today with a fresh supply of high-quality aged leads from The Aged Lead Store. You’ll find thousands of sortable aged leads, ready to boost your sales, whether your business is auto, life, health, Medicare supplement or homeowners insurance, annuities, auto warranty coverage, or mortgage refinance.

About Troy Wilson