We have certainly discussed this before, but I want to take a little different angle on the topic this time. I recently received a marketing email from a lead management software vendor talking about the number of leads that go ignored in sales people’s pipelines. The number was enormous-they said 90%–I have seen objective research that puts it closer to 40-60%.
Regardless, this presents an incredible opportunity for you and your aged leads marketing strategy. Assuming either of these big numbers is accurate it is no wonder customers are still willing to listen to you 30, 90, even 120 days after their initial inquiry. No one is talking to them.
Here are 5 simple steps to seizing this opportunity:
1. Create an aged lead script. It is worth putting some time into learning to introduce yourself to someone that has been dropped on the floor or whose needs have changed. I like to suggest an ear catching statistic-preferably one related to a change in the market or lending environment. This prevents the quick hangup while you are trying to spit out your name, which they won’t remember anyway, and it immediately explains your call.
2. Don’t lose track of them again. For heaven sakes manage your leads so you don’t drop them again. If you are going to work aged leads you should invest some of the savings from aged leads into a good lead management system. If you lose them you will never get them back.
3. Reassure them along the way. You are certainly climbing a mountain in gaining these clients trust. However, if you keep them informed and reassure them of what the process is when you get that trust it will be locked. Coming through for a customer that has previously been disappointed can be a huge win for your sales pipeline.
4. Be hyper-responsive. Much like your strategy to reassure a customer of the process, your follow through is a trust builder. Try to be as responsive as possible. Immediately return calls and emails, even if you don’t have the answer yet.
5. Ask them for a referral. Don’t be shy. If you did a good job ask for that referral. They will want to repay you and are going to be interested in sending people they care about straight to you so those people can avoid getting put in the meat grinder they probably went through before you helped them.
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