This is a guest blog written by Movers Development, the marketing, SEO and web development company.
Everyone in B2B sales has been there at one time or another. You’ve moved a lead through your B2B pipeline and you think you’re about to close the deal. Then, it all goes quiet. They don’t return your calls or reply to your emails. What once looked like a win now looks dead in the water. However, you have a quota to hit, so you shift your efforts to opportunities with a better chance of closing.
But is this always the best strategy? Chances are, there are still some great opportunities to be had in your list of dead deals. All you have to do is bring them back to life. Here are some tried and tested tactics to help you snatch victory from the jaws of defeat.
Know your client
In the time that has elapsed since you last talked to your B2B prospect, has anything changed? The pain you discovered, which your product was supposed to be the remedy for, is it still there? Perhaps the pain has increased? Maybe there is a new and more drastic pain point?
The more you know about a prospect, the more likely you are to find an angle you can use when presenting your solution. So, do some more research. Look at the company. Look at their industry. Has there been a big new development which has changed everything? Can you help them navigate these uncharted waters?
On the other hand, maybe there is a positive reason to spur you into rekindling your relationship with this prospect? Something may have happened to let you know that they’re in a better position to buy than they were before, such as a new round of funding or a new person in the decision-maker’s seat. Look out for these sales triggers. Use them to restart the selling process.
Take advantage of social media
Social media is a (mostly) free resource to keep track of your clients, as well as keeping your name fresh in their minds. Use it. You should connect with your prospects on social media as a matter of course. If they suddenly go quiet on you, you’ll be glad you did.
Engage with the content they post on social media. Like and comment on their posts. Do them a favour by sharing it with your network. Share content that you think they will find interesting. It will remind them that you’re still around. It will also let them know that even though they killed your precious deal, you haven’t taken it personally.
You can also use social media to look for sales triggers. For example, if you see on LinkedIn that your prospect’s company has appointed a new CEO, connect with them too. You never know where it might lead.
Work on your email outreach
Writing a great B2B sales email can revive a dormant sales opportunity. Here are some tips you can try:
Don’t be generic. Don’t copy and paste or use a standard template. Write something personal and tailored to your prospect.
Touch on pain points or react to sales triggers.
Keep it short and sweet. Could you write a great email in 100 words or less?
Timing is everything. Studies have shown that the best days to send are Tuesday, Thursday and Wednesday, while the best times are 10am and 8pm.
Getting past ‘no’
Perhaps your prospect hasn’t gone quiet. Maybe they actually said ‘no’ to your proposal at a late stage, killing the deal. Don’t despair, though. There are effective ways to deal with a ‘no’ answer. You could even turn that ‘no’ into a ‘yes’ further down the line.
A ‘no’ is feedback. If you get a ‘no’, at least you’ve been given a definitive answer; the worst answer anyone can get in sales is ‘maybe’. What you must do next is find out the reason for the ‘no’. Ask the prospect for some feedback. Use the knowledge you’ll gain to see if you can demonstrate further value.
Also bear in mind that a ‘no’ is just a ‘no’ to your proposal. It’s not a ‘no’ to you. You can still stay in touch with your former prospect. Engage with them on social media. Keep track of developments in their company and industry. You never know when they might need you again.
There is also the ‘not right now’ type of ‘no’. If you get that, look for times when they might be in a better position to buy - these are when sales triggers can really come into their own.
Contact Us Today
Cognism has all the tools you need to revive a dead sales opportunity, from identifying sales triggers to managing email outreach. To find out more, schedule a demo with Cognism today. Alternatively, pick up the phone and call us on +44 203 858 0822.