Board logo

subject: Sales Leads: How To Revitalize Dormant Accounts [print this page]


You put a lot of effort into developing a lead generation strategy - you create a survey, you follow up, you nurture - it's perfect. Yet some prospects don't respond or get left behind, creating a dormant sales lead. This article will provide you with information about how to revitalize dormant accounts and turn them into sales-ready leads.

A common concern among sales managers and business owners alike is the cultivation and handling of sales leads. One of the biggest issues with leads is that over 50% simply sit and await a call to action. Lead generation campaigns cost time and money to every organization! It is unconscionable that so much time goes into generating leads and the accounts are left sitting there, dormant.

What causes sales lead to become dormant?

Most accounts go dormant because they don't know what to do. Let's say that you generated a sales lead on your website through a contact form. You followed up with an email and a phone call, but neither of them was ever returned. Did you follow up again? Or did you let the lead slip away? In this case, it may have been your lack of persistence that caused the account to go dormant and possibly forget about your business altogether.

Now, let's say that you generated another sales lead on your website, followed up and made the sale. End of story, right? No! You could be missing out on future sales opportunities if you let this one sit. This particular lead completed the sales cycle and the account was allowed to become dormant, when in actuality, they could be a prime candidate for buying other products and services from you.

These are two great examples of why some accounts become dormant. Now, let's address how to revitalize dormant accounts.

How can I revitalize dormant accounts?

When it comes to revitalizing a dormant account, you must first understand why they didn't come back in the first place. Was it because they forgot about your company? Or was it because they bought something and never came back? Once you understand the reason for dormancy, you can start a new conversation.

If the dormant sales lead hasn't heard from you or your company in quite some time, it might be a good idea for another introduction. This can be done through any medium - phone call, email, direct mail, etc. Your goal is to get that lead to remember why they came to you in the first place and to see that your products and services could still be of use to them.

Now, if the dormant sales lead is someone that already paid for products and/or services, your conversation may be a bit different. Instead of starting out with "Hey, remember me?" your conversation will more likely be about making sure their purchase worked out and can you interest them in this new or related product? This is called cross-selling.

Cross-selling is basically an attempt to offer additional, complimentary solutions to a client that has already made a purchase. Cross-selling has helped some businesses increase their revenues by 25% just by revitalizing dormant accounts. When you employ cross-selling to unlock the creativity of your sales and marketing teams and involve the client in defining how they see you contributing to their business, you are bringing your dormant accounts back to life.

by: Ted Raymond




welcome to loan (http://www.yloan.com/) Powered by Discuz! 5.5.0