Almost every salesperson has experienced the silent treatment or ghosting from a potential customer. Initially, leads that go cold seem to progress normally. The salesperson has a successful phone call with the lead, followed by emails and possibly a meeting when information and ideas are exchanged. Sometimes even requirements and budgets for the solution are shared when suddenly, the potential buyer turns cold and no longer responds to emails or calls.
When a lead goes cold, it might not always be possible to get them interested again. And unsolicited communication, such as standard lead nurturing campaigns, won’t help. Instead, software providers need to understand the reasons behind the buyer’s silence, and use their findings to create a multichannel re-engagement and communications strategy.