One of the most difficult tasks a salesperson faces is handling leads that show a bit of interest, but aren’t ready to buy right away. You need to carefully balance reaching out to them too often versus not keeping in touch enough to stay top of mind. Considering that the average prospect now requires six to eight touches before converting, this is a problem you’ll likely run into on a daily basis.
The solution is finding ways to reach out to these leads in a natural, low-pressure way. Here are five great ways you can do just that:
1. Connect with them on social media
The first thing you should do with a prospect who shows interest but isn’t ready to buy is to have them connect with you on social media. That way, you can engage them in different environments, at their leisure. And the benefits can manifest in multiple ways:
- B2B buyers who feel a connection with you are 60% more likely to purchase and to pay a premium for your services.
- 80% of B2B decision makers are already using social media at least once per month for business purposes.
- Companies with a strong social media presence have over 30% better revenue growth than brands lacking an impactful social presence.
2. Create lots of content
Like social media, a strong content marketing plan is a great way to keep in contact with warm leads while providing them with value at each touchpoint.
Take a look at the things that most of your warm leads care about and develop articles, ebooks, and webinars that help solve those issues or provide a bit of additional background information. Then, periodically send your prospects content that may help them accomplish more personally and professionally. By nurturing leads this way, sales reps typically gain a 20% increase in sales opportunities.
3. Send thoughtful non-sales messages
Your conversations with customers do not always have to be sales- or product-related. Every couple months, for instance, you may send potential clients a warm note that wishes them a happy holiday or a few questions just to see how they are doing. As long as you are genuine in your outreach, you will receive positive feedback that’ll strengthen your relationship with the customer.
4. Follow their company
When you have a sales lead that’s shown interest for future projects, you’ll want to monitor their company’s progress. Follow your customer’s employer on social media and set up Google Alerts to track brand mentions around the web. If, for example, you see that they just had a new successful product launch or reached a company milestone, send them a genuine congratulatory message. For your own benefit, this is also a great way to keep track of when they might be ready to make a new purchase or when they have a new need.
5. Optimize your emails for deliverability
Emails are a low-pressure way to implement some of the techniques already mentioned. It’s critical for you to make sure these emails aren’t getting marked as spam or overlooked. Here are some tricks to making sure your emails don’t go ignored:
- Avoid sales-heavy words such as ‘free’ or ‘promotion,’ especially in the subject line.
- Keep your message size small, avoiding unnecessary graphics, attachments, or HTML.
- Do not use excessive capitalization or punctuation in your subject lines.
Keeping warm sales leads from cooling off is extremely challenging. By following the advice above and focusing on things like social media, content marketing, and sending well wishes, however, you should be able to hold their interest without coming off as pushy. Once they’re finally ready to pull the trigger and make a purchase, the relationship you’ve nurtured will come in handy.