lead engagement

Imagine the following scenario: you are an SDR, you performed your prospecting flow properly and managed to connect with a lead and set up a conversation.

After that you launched a pre-call flow and, on the day of the call, your lead showed up and you were able to talk at the appointed time.

Everything going very well for you, isn’t it?

During the call, you build a well-done rapport and make a perfect diagnosis of the lead, find out everything you need to know, generate value and understand well his problems ( SPIN can help you a lot here).

Destroyed! Your work here is done.

Not yet, reader!

Despite having the pains that your solution solves, you can see from the diagnosis that your lead has ALMOST the entire purchase profile, but it hasn’t arrived there yet.

There is some obstacle that prevents you from becoming an MQL.

A very common example here on Reev is that lead that does not have a structured business process and is interested in solving this problem and optimizing its results.

In that case, a tool that provides the framework for an efficient sales process to run, allowing technique and speech to be put to good use, would be an amazing solution.

However, he is just starting out, he is alone and cannot create a sales force. Ideally, in most cases, this lead only evolves in the funnel when you are already hiring or with your team assembled.

So what do you do?

  1. Convince the lead to have the next conversation anyway, after all, your closer sells even sand in the desert and will manage to overcome this obstacle;
  2. It’s lost on your lead, as he won’t be able to use your solution in the best way;
  3. Schedule an activity for 3 or 6 months from now, when you’ll get back in touch with your lead to see if they’re already eligible.

You were right if you didn’t choose any of the alternatives. In a sales engagement context, neither of these options would be an ideal choice.

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  1. Pros and cons of each decision
  2. The Qualification Flow
  3. The ideal interval between touchpoints

Pros and cons of each decision

Option A goes against that old methodology that is already quite outdated. I don’t like generalizations, but “Always be closing” is dead.

In today’s sales landscape, companies that are consumer-centric offer a much better shopping experience and come out ahead.

What’s more, if the closer manages to sell something that isn’t right for his client at the moment, he runs the risk of damaging the company’s image, having his churn rate increased and a case of success wasted.

If you are a hustler, I believe you have not chosen option B. It is not the right time yet and this near MQL does not count towards your goal for the week. But not everything is lost!

You know it’s only a matter of time before this lead is ready to have a deeper conversation and enter your closer pipeline. It’s not time to give up.

Anyway, option C is the least bad among the alternatives.

I confess that this was my choice in most of the similar situations I came across as an SDR here at Outbound / Reev before I got to know the concept of sales engagement.

This is not the ideal decision to make if you want to keep your lead engaged.

In 3 or 6 months, when you get back in touch, this lead will no longer remember you and may even have closed with a competitor, or compromised the budget with another solution.

So, you can’t deliver this lead to your closer, because it’s not an MQL yet. It is also not a case of giving up and leaving him lost.

The solution would be to put you on the back burner for another 3 months, after all, you want that lead to remember you when it’s time to solve the problem you’ve already identified he has.

The best thing you have to do in this case is using a cadence flow to keep that lead engaged without jeopardizing your efficiency.

Since this lead hasn’t left the first step of your funnel, qualification isn’t over yet. Therefore, you must use a Qualification Flow.

This Qualification Flow class is exclusive content from our free certificate – Sales Engagement!

The Qualification Flow

You already understand the profile of this lead. In the call you made you directed him to the most common problems of that Ideal Customer Profile.

So you already know what this lead’s most latent pain is (he’s already talked to you about it) and you also know how your solution manages to solve this problem.

This flow must be designed to educate your lead, directing it within the matrix of problems and commitments that have been generated previously.

Hence, it requires a certain degree of customization.

Since you know what will be most relevant to that lead, you should address that in your communication and educate them with some content that is pertinent to the issues they’re facing.

Going back to the example from the beginning, the lead that I almost qualified for Reev has a problem in its business process.

He still doesn’t have an efficient sales process running that allows him to improve his techniques and his speech through data. However, before solving this he will still need to hire a sales team.

See an example of a relevant contact in this situation:

Hi {{first_name}}, how are things over there?

Last time we spoke you were thinking about adding to the team. Have you managed to bring someone new?

What challenges are you facing in the commercial area?

I don’t know if you’ve completed the contract, but I remembered you. I know how difficult it is to find the ideal profile for sales, but I’m sure this text will bring you some insights on how to run an efficient selection process.


PS: if you have any questions, I’m still here.

After that first qualifying call, when you saw that it wasn’t time to evolve yet, it’s very likely that the lead is no longer remembering his solution.

For that reason, it’s hard to keep the lead engaged without becoming pushy, annoying, and irritating.

The ideal interval between touchpoints

It is necessary to give space to it, but not to leave communication open. Your goal shouldn’t be to push anything but to educate the lead and stay on their radar so that when the time comes, they have you in mind.

A longer flow, with well-spaced contacts, is ideal for this type of situation.

In short, what should your qualification flow look like?

  • Duration: 3 to 6 months;
  • The interval between touchpoints: 1 contact every 20 days;
  • Activities: personalized speech, semi-automated structure.

The qualification flow is a simple way to generate more value, stay on the lead’s radar, and ensure that when it’s time to fix the problem, they remember you before talking to a competitor or thinking of another solution.

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