It felt like a punch to the abdomen.
Pitching our advertising and marketing providers to a prestigious eCommerce lead, whom we have been interacting with for months, I used to be optimistic we would shut the deal. They liked every thing — our service, our group, our philosophy. After which after sending our last proposal, what occurred?
Completely no response. I may virtually hear the crickets chirping.
You realize the horrible feeling:
If you’re inches away from closing a large deal you’ve got been nurturing for months … then met with ice-cold silence. It appears like a punch within the abdomen. So I requested myself:
- “Did I say something wrong?”
- “Did they go with someone else?”
- “Are we priced out of their budget?”
After many weeks of silence, I gave up. Would not you?
BUT WAIT! Quick ahead 9 months later to October 2014 …
It is a frigid Wednesday afternoon in Baltimore, Maryland. I’m sitting at my desk, prioritizing latest leads in our CRM, when a notification pops up in on my pc:
(The title and movie has been modified to guard privateness.)
That is an email tracking notification, exhibiting me that the eCommerce firm’s contact from 9 months in the past simply opened my electronic mail … and clicked the hyperlink to our proposal.
I puzzled, may that be an indication they’re once more?
I didn’t need to soar the gun, so I took a psychological word that they’re viewing the proposal and obtained again to work.
Later that day, I get one other notification alert. He is studying our weblog posts:
That is once I knew we would nonetheless have an opportunity.
So I despatched this follow-up electronic mail (names and speak to info have been modified):
Hope all is effectively. I had put a reminder in to check-in with you to see how issues had been going with the eCommerce initiatives. We had mentioned a possible partnership just a few months in the past, however hadn’t been in a position to formalize our advisable engagement.
We’d like to catch up and see if there are any alternatives for to have interaction with you all and assist along with your eCommerce technique. Let me know if in case you have someday to reconnect this week and catch up enterprise proprietor to enterprise proprietor on the place you see issues and I can present some concepts on the place we may also help.
Look ahead to listening to from you.
Two hours later, I get a response:
Good timing Mack,
Do you’ve time to speak on Friday 9-11:30? My cell is 555-555-5555.
Does that work?
Throughout our telephone name, he talked about the coincidence between the timing of my follow-up e-mail and their present drawback — they had been trying to associate with a advertising and marketing company.
Oh actually? That’s such a coincidence. 🙂
One week later, they flew down from out-of-state to evaluate our proposal in particular person.
Three weeks later, we closed the deal, value greater than $100,000.
The lesson right here is fairly clear: if I did not have e mail monitoring software program put in, I by no means would have adopted up once more. 9 months of silence would’ve completely ended our relationship:
Nevertheless, since I acquired notifications they have been opening our emails, studying our proposal, studying weblog posts, and viewing our case research … it signaled they had been once more.
Consequently, it alerted me that a silent, previous prospect had turn out to be a scorching, new lead. And that lead rapidly became a six-figure contract.
The success of this deal may be boiled down into three phrases — timing is all the things.
We are able to ship essentially the most persuasive follow-up e-mail ever written, validated by extremely efficient gross sales managers in Fortune 500 corporations …. but when it’s out of context, or despatched on the mistaken time, it’s nugatory.
If I didn’t observe up at that precise time, whereas we had been clearly on their thoughts, we may have misplaced over $100,000 this yr.
In abstract, it’s pretty unimaginable that an e mail device, HubSpot Sales, helped me shut a $100,000+ deal.
With out it, I’d be blinded by the actions of that eCommerce prospect, clueless that they’re re-engaging with our content material. I’d’ve let it slip by, with out ever realizing my pricey mistake.