With Q4 sales wrapping up and 2023 just around the corner, it’s prime time to take a look at past sales relationships that never resulted in an order. Prospects can go cold for any number of reasons – maybe they decided to spend budget elsewhere, or they didn’t understand the value you provide, or you never talked to the actual decision-maker.

Whatever the cause, it’s worth it to try and rekindle the sales relationship. It’s easier to warm up a cold prospect than to start at the beginning with a brand-new lead. It’s also a way to expand your client base, which, according to ASI Research’s 2022 State of the Industry report, is the top challenge for distributors this year.

Here are six ways to re-engage past prospects.

1. Review your contact.

There may have been some shuffling at the company since you last spoke with them, or you never spoke to the decision-maker. Do your research on their internal staff and look back in your CRM to see where in the pipeline they went cold. That will help you determine who to start with. And make a plan to ask to speak with the decision-maker, rather than spinning your wheels with contacts who can’t keep things moving forward.

2. Change up your communication.

Email will work for most of your past prospects but, depending on how you communicated with them previously, consider using a less formal method such as direct messages on social media or even text to rebuild rapport. It’s a little friendlier and casual than a formal email or a phone call in the middle of their day.

3. Send them direct mail.

People love getting gifts in the mail, so if the person you worked with before is still at the company, consider sending a short handwritten note and one or two self-promo pieces as direct mail to their office or home. In the message, remind them of what you worked on together and ask if they have additional upcoming opportunities to use promo in their marketing.

26%
the percentage of distributors who cite “increasing the size of customer base” as their top challenge this year.

(ASI Research)

4. Craft a relevant message.

Whether it’s a direct-mail piece, email, DM or text, make sure the message refers to their specific needs. Mention the last project you worked on with them, let them know what reminded you of it, and ask if you can help them with a specific event they have coming up. Conclude with a clear next step, most likely reaching out to you, and include your contact information.

5. Listen to them.

It may take a few reach-outs, but once they contact you, don’t start with a sales pitch. Take the time to listen attentively to their needs and their current pain points, and brainstorm together on solutions. Also take note of their demeanor and tone – do they seem genuinely interested in rekindling the relationship?

6. Know when to move on.

If a series of reach-outs using various communication methods have resulted in no response, or their tone is less than enthusiastic when you do speak with them, know when to cut ties and move on. Save your time, energy and expertise for those who are likely to buy from you, rather than trying to persuade a prospect who might not be a good fit.