I am amazed when I find companies that do not have a formal lead reengagement process in place.  Without one, money is left on the table … always.  Does this sound too familiar?  Don’t worry. Putting a process into action is easier than you think.

 
Attempt to classify lost leads into categories. Determine when in the process you lost them. Was it early in engagement before you ever had a chance to convert it?  Did the abandonment come about as result of cost?  When you begin to reach back, you need to start where the lead left engagement with you.  Tough to move to conversion if the lead was never exposed to a product demo, or consultation. Right?
 
Once you have the lost leads classified, begin to test various touch points and offers within those touch points. For example, if you have valid e-mail and snail mail addresses, reach back with appeals via both channels.  Stagger the deployment, test the response. Continue to refine the process to produce optimal results.
 
We found with one of our direct pay medical clients that they had lost leads that fell into three categories:
1. Called but did not book a consultation
2. Booked a consultation and did not show
3. Came in for a consultation and did not convert
 
In our reengagement process we created messages and offers that were unique to their category.  We also developed additional psychographic information about them that further refined the messaging. 
 
The results? Twenty percent of total monthly revenues were generated through this structured lead reengagement program. 
 
 

Think about it.  If you paid for the lead, why not work until it is declared fully DOA.