SalesTanuki

Account Executive

Valued Contributor

How many touch points to follow up with churned customer/warm leads?

Hey everyone!

How many follow-up emails would you send to a past customer (e.g. of 1 year) who has churned but expressed they wanted to pick things back up again soon?

The reason for churn was no current projects to utilize our tool for, and I'm coming back to them approx. 6 months later.

They say these days it can take up to even 20 touch points before getting a reply, but that's for cold prospects.

Curious to get some opinions on the number of touch points for warm leads and past customers.

I also don't have the guy's phone number.. it was a situation where my champion left and I'm stuck now with his former subordinate.

We generally do email/linkedin as communication channels anyway since CEO doesn't believe in cold calling, and we're very small but with strong product-market fit/niche and leading customers in the industry. (Expecting that to be controversial)

Thank you!

🔎 Prospecting

👑 Sales Strategy

💌 Cold Emailing

7

10 comments

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Diablo

Politicker

2

Sr. AE

Great question - it depends upon the potential business you are expecting, right? I run a 4-5 emails cadence along with phone calls and other touch points as additional steps. I understand you don’t have phone numbers but you can try to find for some of your important contacts using tools like Zoominfo (if you use it) or simply find the number on the website and call. You got to run a beta to see what’s working and not working for your ICPs. All the best !
All the best !

SalesTanuki

Catalyst

1

Account Executive

Thank you! 4-5 sounds reasonable. No Zoominfo for us, if I don't already have the number or get it somehow from the customer, it's either the free credits from Lusha for me or nothing

Diablo

Politicker

0

Sr. AE

Got it! If those free credits are getting you any success I’ll definitely pitch for the paid version.

Sunbunny31

Politicker

2

Sr Sales Executive 🐰

Have you reached out to this warm lead yet? And in the course of emailing, have you given a compelling reason to reengage?
I'm also wondering - this isn't a cold call, this is a reengagement, so asking for a call with the prospect to review upcoming projects and timelines makes sense to me.

SalesTanuki

Catalyst

1

Account Executive

Yes and yes. Agreed that asking for a call make sense, the question is how many times do you ask for that call when they don't react to that offer and just ignore you. Is it on purpose? Are they busy? When do you stop is really my question.

Sunbunny31

Politicker

0

Sr Sales Executive 🐰

Would you be comfortable dropping a meeting invite on their calendar? I've had fairly good results when I've done that - even when someone declines, they usually tell me why and I've gotten something out of it.

Maximas

Tycoon

1

Senior Sales Executive

The number of emails to be sent mainly depends on the progress of getting a certain deal closed based on many factors just like the prospect's budget for example.
To me the closer the deal is closing the lower the need to send many of them as long as everything is going with the prospect on the agreed time frame!

Justatitle

Big Shot

1

Account Executive

Is there any way you can know if they have an upcoming project IE(backchannel with a partner that also works with them?)

CuriousFox

WR Officer

0

🦊

I've heard of folks having an 8 touch plan that includes calls, emails, meetings, recalls, follow ups, and breakups.

aldricksomarriba

Personal Narrative

0

Account Executive

I would ask a simple "when would be the best time to revisit your interest...." Get their commitment to permission to call /email them again but with quantified timeline.

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