When Your Prospect Goes Dark - Walk The Dog
Ever had a promising prospect suddenly go dark? It happens to the best us. It's important to remember that a prospect going dark or silent doesn't always mean that they are disinterested. There could be multiple reasons a prospect goes dark, and as a seller or the leader of a sales team, the key is to re-ignite that initial spark.
Here are some ways you can re-ignite a dark prospect:
- Deliver Value: Don't be afraid to pop back into your prospect’s inbox with some value! No, I'm not talking about a "checking in" email, I'm talking value. Remember when you uncovered a massive business problem for them and the Gap/impacts? It's time to share an article, a meme, case study, some new statistics or a graph. *My favorite way to engage with a dark prospect is to introduce my prospect to someone else. I'm talking a genuine introduction here with zero strings attached. Often, we come across others and that light-bulb goes off - I know the introduction I need to make. MAKE IT. Always keeping them top of mind whether they do business with you shows value - plus connecting people is an awesome feeling (in my opinion).
- Leverage Other Internal or External Connections: Sometimes, having someone else do some sleuthing for you can rekindle interest from your prospect. Who are you both connected to on LinkedIn? Who else works at the organization that you can spark a conversation with? Look for contacts within the prospect's organization who might have a different angle on the situation. A casual conversation with someone else in the company can provide valuable insights and potentially bring that conversation back to life - or if nothing else, shed some light on the hold up.
- Don't Be Afraid of the Tough Question: Sometimes, it's necessary to go for the tough question. If you didn't establish the next yes in your last conversation and it's been a while, it may be time to pull out the "I'm confused statement" that we love here at #GapSelling. Politely and succinctly asking if solving X problem is still a priority for them may give you an answer. This not only demonstrates your commitment but also opens the door for an honest conversation about any shifts in their circumstances.
Remember, persistence and creativity are your allies, but life happens (for your prospect too). If initial attempts don't get a response:
● Explore Different Channels: If email seems to be falling on deaf ears, try reaching out on other platforms like LinkedIn or even through a phone call/Slack Channel or other social media platform. Tailor your message to the platform for a personal touch.
● Attend Networking Events: Face-to-face interactions can be incredibly powerful. Seek out industry events, conferences, or networking sessions where you might have the chance to reconnect in person or to connect with an internal stakeholder.
● Be Human: Empathy is a powerful tool. Understand that circumstances change, and it's okay. Sometimes, a personal touch, such as a simple inquiry about their well-being, can open doors that business talk couldn't.
If all else fails, go out and walk the dog.
I joke, but in a recent conversation with a connection they shared about a 45-day dark period they had with a potential customer. Not willing to give up, they started to think outside of the box!
What did they do?
They went out and walked their dog (literally).
It just so happened they lived in the same vicinity of their contact. Day after of walking their dog and trying different routes, as luck would have it, they ran into their contact! The contact stated....."we have not forgotten about you, and I owe you a message". The deal picked back up!
While that is a rare circumstance, the sentiment here is that from time to time, we need to take a step back and re-think our approach.
After all, out-of-the-box thinking often leads to the most fruitful re-engagements.
Curious to know the most unique way you have re-engaged a dark prospect - let us know in the comments!
