You put a lot of effort into developing a lead generation strategy – you create a survey, you follow up, you nurture – it’s perfect. Yet some prospects don’t respond or get left behind, creating a dormant sales lead.
How can I revitalize dormant accounts?
When it comes to revitalizing a dormant account, you must first understand why they didn’t come back in the first place. Was it because they forgot about your company? Or was it 
because they bought something and never came back? Once you understand the reason for dormancy, you can start a new conversation.
If the dormant sales lead hasn’t heard from you or your company in quite some time, it might be a good idea for another introduction. This can be done through any medium – phone call, email, direct mail, etc. Your goal is to get that lead to remember why they came to you in the first place and to see that your products and services could still be of use to them.
Now, if the dormant sales lead is someone that already paid for products and/or services, your conversation may be a bit different. Instead of starting out with “Hey, remember me?” your conversation will more likely be about making sure their purchase worked out and can you interest them in this new or related product? This is called cross-selling.
Cross-selling is basically an attempt to offer additional, complimentary solutions to a client that has already made a purchase. Cross-selling has helped some businesses increase their revenues by 25% just by revitalizing dormant accounts. When you employ cross-selling to unlock the creativity of your sales and marketing teams and involve the client in defining how they see you contributing to their business, you are bringing your dormant accounts back to life.
For more information about revitalizing dormant accounts, contact Allegra Marketing & Print.
