How often and how hard should you pursue a new lead?
We’ve all read various reports, surveys, and research indicating that it takes between 7–12 reach outs to actually connect with a prospect EVEN WHEN THEY WANT TO TALK TO YOU.
How does one go about connecting without creating a backlog of leads that we never properly process?
We recommend a definitive engagement approach where you determine whether or not a new prospect can be reached before officially standing down and putting them in a marketing “nurture” segment. Our preferred engagement approach includes 9–12 reach outs over three consecutive weeks.
Each week, you call twice (plus leave short, professional voicemails) and send an email. Repeat this for three weeks. Throughout this period, incorporate one or two “ghost” calls (where you call but don’t leave a voicemail), then stand down with confidence. This allows you to thoroughly process a lead and move on.
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We also suggest a unique approach for the last voicemail that you leave. We call it ‘the professional break up’, which goes something like this:
“Hi *name of prospect*, it’s Mark Cox from In the Funnel. We help companies sell better. CEOs engage us when revenue growth has stagnated or the sales organization is not meeting expectations.
I’ve reached out to you a number of times over the last few weeks, and it sounds like you’re very busy at the moment. As a result, I’m calling to let you know that I’m going to stand down for now as I do not want to keep filling your voicemail. I’ll reach out again in four to six months when timing might be better for you to discuss this.
However, please know that I would be delighted to discuss improving the sales results for your team whenever you are ready. Feel free to call me anytime at …”
(Note: This voicemail should be followed up with an email version as well.)
In our experience, this “stepping away” approach results in a disproportionately high percentage of responses. In some cases, they are almost apologetic when they do respond!
We may not be experts in human behavior, but our team thinks that the prospect actually appreciates professional persistence and, in some cases, is envious of it (remember all of your prospects also sell).