EP Huddle #16
Sales teams spend a lot of time talking about how to get new opportunities into the pipeline. But we probably don't spend enough time talking about what to do with qualified deals that are stuck.
The salesperson doesn't want to call every week just to ask how things are going, and to see if they've had a chance to consider the purchase further. Sometimes, we just run out of things to say. Prospects get stuck in the pipeline for a variety of reasons including budget timing, issues getting the decision making team on-board, vacations, holidays, and many more. Don't annoy your prospect. Instead, find a way to engage them that doesn't always solicit their decision or ask them to do anything.
Recently, I signed a few of my contacts up for the EP Huddle. You may be one of them. I said, "it's been a while - we just came out with this new content - you might like it"... And, it led to several responses back saying "Dan, thank you. Let's talk in the next week. I want to continue discussing working together".
We also took this approach with a client of ours that has a sales cycle where buyers won't be making decisions for another month or two. Instead of calling every few weeks to check-in (when we know nothing has changed), we decided to send a personal email with a new product video that highlights new features and benefits. The salesperson didn't ask for anything in the email. And, instead just shared the email with a note "thought this might be interesting to you - hope all is well". Within four hours of sending this email, the salesperson received emails from 30% of his qualified opportunities thanking him and saying "let's connect in the next week or two".
Content is key. It's suggested to try and create 3-5 pieces of content to help drive new opportunities into the pipeline and another 2-3 pieces of content to help convert stagnant opportunities into purchases.
As a team:
What content do you currently have that can help 'nudge' a prospect over the edge? Talk together and come up with a few reasons prospects become stuck. Are there trends in where they get stuck? If so, what content and outreach can you do to get them back on track? And, how can you reach out without being annoying?
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