Your MSP business must necessarily court conversions wherever and however possible. There are many schools of thought here, and one area of conversion which often goes neglected concerns converting leads which have gone cold.
Tips to Convert Cold Leads
Just because leads have cooled over time and you’ve reached out to them using primary strategies multiple times before doesn’t mean they’re totally a lost cause. When a lead doesn’t convert, keep them in your system for a year, or several years. Then send in the “B” team, as it were, to see if they can be converted after the fact. More skilled sellers may be worth putting to the task, but then they could be wasted here. There’s a balance. Regardless, consider these three strategies in converting leads:
- Grade Cold Leads
Your MSP business should determine which cold leads are more or less likely to be “warmed up”, as it were. If someone told you in no uncertain terms never to contact them again, then that lead is cold indeed. But if a prospect just didn’t have the resources a year ago, that lead could be warmed up pretty quick with a simple check-in call. Grade cold leads and focus on the most likely ones first.
- Reach Out Through Channels Diverse or Seldom Used
When you do reach out to graded leads, don’t do so through the same channels you interacted with them on previously. If you can meet in person, that’s excellent; but “testing the water” through emails or discount coupons can be sensible too. Working with SEO groups catering to MSPs can give you channel ideas here.
- Measure How Effective Cold Lead Outreach Actually Is
As you reach out to cold leads through diverse channels, it’s integral that you keep measurements on efforts to determine which tactics are effective, and use those tactics going forward.
Cold Lead Conversion
When your MSP business measures the effectiveness of cold-lead outreach, reaches out through diverse channels, and grades leads effectively, it’s possible to recoup conversions that were previously thought lost. Consider existing leads and perhaps go about grading them for subsequent outreach.