How to revive dead leads with text marketing
We’ve talked about overwatering your plants — when you think they’re thirsty but instead you drown them in water. We’ve talked about underwatering your plants — when you just don’t give them enough attention. But what about dead plants? Is it possible to revive them? And is it even worth it?
Leads are just like plants: You can give them too much attention or too little. On average, only 25% of leads are actually ready to buy when you first reach out. Think of the countless contacts just left behind by businesses. A lot of people consider these dead leads. But are they?
Are dead leads really dead?
A lot of the time, a lead you forget about isn’t really “dead.” Just because someone didn’t buy a product or service originally, that doesn’t mean that they won’t go for it in the future.
“A disappearing act is often the perfect candidate for revival. They may be busy and overwhelmed at work, but remain interested in your product. A hard no is often more difficult to overcome, but could also be a revival candidate in the right circumstances, such as a timing objection.” — Cara Hogan, InsightSquared blog
Your initial contact may have just not been the best time for the person at that moment. What it often takes to find the living leads among the dead leads is changing your approach.
For so long emails and live phone calls have been the means businesses use to reach out to forgotten leads. But when it comes to effectively reviving a dead lead, shouldn’t the communication be personal, fresh, and quick?
That’s where texting comes in.
This is how people are communicating. This is how you know your message will be seen. So revive dead leads you let fall away (for whatever reason) and increase your customer base with these tips:
Keep it personal
People shut down when they realize you’re trying to sell them something, especially if you’ve already tried to sell them the product before. Bridge the gap of business and customer by being personable. Be real. Communicate the way your customers are communicating. Since 95% of Americans have a phone, according to Pew Research Center, business communication over text makes sense.
While leads may not be willing to discuss your product or offer, they are typically willing to open up about how they feel if you simply ask them what they could have done to win your business. This honest way to gain feedback might not only re-engage contact with your lead, but it will also help you learn how to better nurture leads in the future.
Freshen it up
Create a fresh reason to reach out to dead leads with trigger events. Comb through your contact list to identify who might be interested by promotions, events, and new features — then tell them about it.
Nick Gorden, the CEO of Shine Solar, was trying to figure out how to get out of a sales slump and get business going again at full speed. He utilized a great offer and a sales-heavy holiday as a trigger event. His team contacted over 7,500 of his dead leads via email and text messaging. Just via text Nick received over 800 responses that in the end generated over $1 million in sales. This trigger provided an excuse to reach out and connect with his leads without putting any pressure on them, and it certainly paid off.
And when it came to the responses he got from his email? Sixty-three responses. Trigger events sent via text inspire action.
Organize your process
It’s good practice to keep your data organized and updated. It’s ideal to consistently reach out to dead leads every 30 to 60 days. However, sending numerous texts to those dead leads takes away precious time that you could use to run your business. You can choose from a wide variety of tools to automate this painstaking process.
Burn Kickboxing owner Curtis Pastore revived enough dead leads to get him $19,000 in one day. He centered his approach around the trigger event of his new gym location, and 32 people who had fallen off his radar signed up for a few months of his gym membership. His deal was quick, just 24 hours.
Curtis used one of the quickest forms of communication — texting — to get his point across. He used Skipio for this revival campaign and was able to manage the flood of responses he got from his offer in an efficient way.
By having a clear process to reach out and revive dead leads, you’ll be able to work with these leads in a much more efficient manner.
So is it worth it to keep in contact with supposedly dead leads? Absolutely. All it may take is a change in approach and an effort to optimize your lead nurturing.
When you decide to reach out to those leads, don’t let keeping in contact take up all of your time. Communicate in the most efficient way possible — texting.