There’s a saying in the world of sales – ‘no doesn’t mean no, it just means not right now’. But is it always the case? Does sometimes ‘no means no’? When do you know it’s time for you to stop chasing a lead?
Let’s find out!
The right leads
The entire sales process can be very taxing and demanding. A tremendous amount of hard work and commitment goes into generating leads, filter out the qualified prospects and effectively nurture each one of them to close the deal.
You should be able to differentiate between the right leads and the ones that might not lead to a purchase. If even after giving them so much of your time and effort, you don’t see the likelihood of a successful deal, then instantly you’re starting off on the wrong foot.
You need to evaluate your campaigns and check for dead leads. Is there a pattern? Find out!
Once you do that, you know you’ll be generating quality leads, they’ll be on target, your campaigns will be perfect and you will have a solid foundation.
When do you know it’s the right time for you to take a step back and say, ‘I’m out’?
If a lead hasn’t had any engagement with you in the past 12 months, be it opening your mail or visiting your company website, it is safe to say that that’s a dead lead.
Also, learn to respect the lead’s decision. If you have leads who have asked you not to contact them anymore, then you need to accept it and move on.
Are some leads really dead?
If you have leads who you think will align well with your overall objectives, but have been unresponsive for a long time, give them your attention. Show them why they need you. Now this can’t be done through your everyday generic emails, this can only be done through quality content. Give yourself the strongest chance of getting something out of these leads.
If you really want a few dead lead accounts who you think will be a good fit for your product, they will need special nurturing. Send them emails, video messages, talking about their achievements, let them know you KNOW. Make personalised hooks, be it an award, or a quote they said in an interview or wrote in a blog. Learn about their current situation and mention how you can help them with it.
Tailor your communication according to what they would want to hear, but know your limit and don’t come off too strong.
Sitting on dead leads isn’t going to achieve you anything and you can spend your time far better than that.
Regularly trimming your list will help you increase your open rate for emails and the possibility of your mails going into the ‘spam folder’ will also reduce.
Be brave, go ahead and click the button. Delete them.