Unemployment and consumer confidence figures indicate that the U.S. is finally (truly) emerging from the Great Recession of 2008. Remember those “dead” or stalled prospects who halted the sales process when the recession hit, and customers who stopped buying for the same reason? This is the perfect time to re-engage these folks. In fact, these are among the hottest leads in your pipeline.
Think about these accounts compared to other newer, “cooler” leads in your sales funnel. In these inactive organizations are decision makers who already know you and your products/services, and at some point in the past considered you worthy of their time and attention. Even if they are not yet in a “go” mode for the investment you seek, it is still timely to reconnect, freshen the relationship and find ways to support these prospects and customers.
Things to consider as part of your re-engagement effort:
- Share relevant and valuable insight. When re-engaging any account, ask yourself “What new insights will I share with this individual that no one else has shared?”
- Research current events/concerns in their organization and industry, so you can speak as an informed resource.
- Share relevant news about your own organization – recent successes, growth, new products or services that may benefit the customer.
- Look for reasons that your organization and your solutions have become even more valuable since you last spoke.
It is natural to get caught up in the excitement of hot new leads, and with the economy gaining steam, there will be more new leads coming onto your radar. Just be sure to give due consideration to your “old” leads. After all, getting reacquainted is much easier and faster than meeting prospects for the first time and beginning the customer relationship from scratch.