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When you’re looking for sales prospects, everything old is new again.

Sales prospects go cold for any number of reasons. Perhaps one promised to call you back but never did, or you got swamped with a sudden emergency and forgot to return a call yourself. Meanwhile, another on the list is no longer at their former company.

While these may not be “hot” leads now, don’t throw the list out just yet. Here’s how to engage with past sales prospects and turn them into current closed deals.

Get Focused

Engaging any sales prospect is tough in a world of 140-character communications and 5-second mini-ads. It’s tougher when a sales prospect has already heard from you. Before you reach out again, whittle down your pitch to one or two sentences that pinpoint a problem you believe the lead is having and how you can help solve it. Better yet, talk about what’s new or what has changed since you and the prospect spoke last.

Look Toward the Future

Your goal is to make this sale; your prospect’s goal is to find a solution to a problem that will work more than once. Before you call, think about ways to give both you and your prospect what you want. How can you position your offerings so they create a long-term solution to a customer’s problem? To target your pitch, read up on the company’s news and progress.

Feedback First, Money Later

Reviving an old relationship means rebuilding trust, especially if you were the one who dropped the ball on the previous conversation. Start by asking your prospect to talk about issues they’re facing or by asking for feedback. You can address budgeting and cost issues later in the conversation, once your prospect feels invested and engaged in the conversation. Of course, if your prospect mentions cost as a key concern, don’t hesitate to discuss economic factors, particularly when these differentiate your products or services from competitors’ offerings.

At SMR Group Ltd, our recruiters connect experienced sales and marketing professionals with some of the best employers in the biotech, medical device and pharmaceutical industries. Contact us today to learn more.

 


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