BRX Pro Tip: Easy Ways to Warm Up Cold Leads
Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, I’ve got at least one answer to this, but let’s dive into it a little bit. Some easy ways to warm up cold leads.
Lee Kantor: Yeah. If you’ve been in business for any length of time, you probably have a database filled with people that you’ve interacted with over the years that you haven’t really talked to in a very long time.
Lee Kantor: And it’s important to kind of mine that pile, because you’ve already achieved something with those folks that are super important. They know who you are. They’ve already interacted with you, and they probably feel a certain way, probably neutral or positive, or the worst. So how can you warm up some of those cold leads in an elegant way that is not obnoxious?
Lee Kantor: I think warming up a cold lead is about just getting back on their radar in a way that adds value, not in a way that feels like you’re pestering them about buying something. So, you want to lead with – you want them to think, ideally, oh yeah, I remember that person. And you want them to remember that in a positive way. You’re not trying to sell them something on that first swing; you’re just trying to kind of rekindle a positive feeling. So the goal is to just start a conversation and rebuild the relationship, not to close a sale on that first kind of go-round.
Lee Kantor: So number one, send them something that’s relevant with no ask at all: an article, a thought about you. Here’s something I thought you might be interested in. Here’s a case study that relates to their business. Or maybe you see something on LinkedIn, and you go, “Oh, I saw this and thought of you,” or congratulating them on a recent win, you know, if maybe their company had some news. Just some kind of small touch that just says, “Hey, remember me? We used to know each other.”
Lee Kantor: So, it’s so easy to do nowadays, especially with LinkedIn. So many people are posting things, you know, milestones, company news. They hired somebody; they got a client. Whatever the case may be, they posted something. It’s easy to kind of slip back into their radar just by commenting on something that they’ve already posted.
Lee Kantor: And then, at some point, you want to kind of move them from oh, yeah, I remember that person to let’s see if we can rekindle something. And that’s where you maybe invite them to something that’s low commitment, a webinar or virtual event, some sort of a – you see that they’re going to an industry event and you say, hey, let’s meet there or something. But you want to make it easy for them to say yes without being sold to.
Lee Kantor: And then, once you’ve kind of warmed them up a bit, that’s when you can start kind of then entering them back into maybe a drip campaign and following back up. Once you’ve had that conversation, now they’re kind of warmed up more. Now you can approach them about some selling opportunity. But you have to do some of this kind of warm up first before I would approach any type of selling. You got to ease back into the relationship, get them to think of you in a positive manner, and then you can go for the close.
