In most organisations the sales funnel is fairly slick: marketing generates leads; the leads are qualified down to perhaps 3 or 4 by the sales team; some are won, some lost. Typically, for every ten leads generated, a business will close perhaps one deal. But what happens to the lost sales?
In the majority of companies, these leads are just ditched. Yet these leads are the most qualified, the most relevant to your business: these organisations not only actively want the products on sale but have the budget to purchase – albeit, this time the company has opted for a competitor. More often than not these lost sales prospects will come back several months down the line due to dissatisfaction with the decision made.
Certainly these leads are far stronger prospects than the rest of the marketing database. So rather than risk missing out again, organisations need to proactively manage these ‘rebounders’, creating a dedicated category within the CRM system and undertaking timely, targeted marketing.
So stop ignoring the best sales leads; keep them hot – they will be easy wins if they rebound.
John Paterson, Really Simple Systems