4 Ways to Get "Hot" Clients Who've Gone "Cold" - To Return Your Call

Written by Jim Domanski

Have you ever had a hot prospect (or customer, for that matter) suddenly go cold?

You know what mean: they were all hot to trot about a product or service. You could taste the sale on your lips. You sent them information. They agreed to a proposal or you sent them a quote. Their manner and tone were sincere and enthusiastic. In the bag!

And then ... and then... you don't hear from them. You dutifully follow up. You leave a message... or two ...or three. You send an e-mail... or two...or three. But the silence is deafening.

If so, you'll know precisely how frustrating the situation becomes because you have dedicated time, effort and above all, hope on this client or prospect. Having done all that, you probably want some sort of resolve. Even if it's not the best of news, a large part of you wants - no, needs- 'closure.' Am I right or what?

The Psychology of Getting a Return Call

There is a psychology to getting client to return your call. The is to develop a message that tweaks their conscience; a message that compels them to reply because it is the 'decent' thing to do. The idea is to subtly - repeat, subtly- create a sense of guilt or embarrassment without hammering the client on the head.

Be careful not to push too hard with the shame or guilt. If you do, the client becomes annoyed and they become more reticent in their silence. Your objective is to get resolution without burning a bridge. In the examples below you'll see some phrases that help keep the balance so that the client does not feel abject shame or embarrassment.

The medium for the messages below is e-mail but they could be easily adapted to voice mail. E-mail seems to work better if only because the subject line , if crafted well, immediately catches the client's eye and begins to evoke feelings. Here are four messages you can use.

Message #1: "Did-I-Do-Something-Wrong" E-mail

This is a very powerful subject line and is probably the most potent in terms of getting a reply from your client. When you ask if you did something 'wrong' it tends to create a sense of guilty in your client for leaving you dangling in the wind. Use this to your advantage. After all, you've taken the time and the effort to supply the client with information, quotes, proposals ... whatever. The least they can do is offer an explanation. It is subtle but most clients are anxious to let you know that YOU did NOT do something.

The subject line should always contain your client's first name followed by the intriguing message. The content of your message should be brief and should remind the client about their initial interest in your product or service. Here's how it would look:

Subject: Debbie, Did I do something wrong?

Hi Debbie,

I am wondering if perhaps I did something wrong.

When we spoke last month you indicated that you were frustrated with the amount of traffic you practice was generating and the impact it was having on profitability. I trust my proposal address these issues but I have not heard back from you as of yet.

If I have done something wrong, my apologies. It was certainly inadvertent. If there is an issue I'd like to fix it.

Please let me know.

Message #2: "Can-You-Do-Me-a-Favor" E-mail

This e-mail probably ranks as # 2 in getting a response and it's a favourite of Mike Brooks, Mr. Inside Sales. It plays on the 'courtesy card.' In a friendly and casual manner it reminds the client why the quote/referral/information was sent and it politely points out that several follow up contacts were made. The twist on the message is that you ask for a 'favor'. It is a personal request for resolution and it is hard to ignore given that you have done some leg work. The idea is the client should feel a sense of obligation to give you and update.

Subject: Mike, can you do me a favor?

Mike,

The reason for my e-mail is to follow up on the quote I send you for ________. When we spoke you indicated that (describe the client's situation and why they wanted the quote). I have left several messages but we have been unable to connect.

Mike, could you do me a favor? I'd like to clear this quote up. Could you drop me an e-mail or leave me a message regarding the status of the quote. I would really appreciate it.

Message #3: "The I-Need-Your-Help" E-mail

This e-mail is a variation on the Do-Me-A-Favor but the active word is "help." When people see "I need your help" they tend to look further. They wonder what sort of help you might need. It doesn't look like a typical business follow up e-mail but rather a personal request for assistance. It is a rather powerful card to play.

Subject: Jen, I need your help.

Hi Jen,

I need your help and it should only take a moment or two of your time. My month end (quarter end, year end) is just around the corner and my manager is putting a little pressure on us to clear up any outstanding quotes and proposals.

When we spoke about early last month you indicated that _________. My recommendation was _______ and I provided a quote to that effect. I've followed a few times but we haven't been able to connect.

I am not certain of where things stand but could you please give me an update one way or the other. I'd appreciate it and it would help get my 'boss off my back.'

In this case, the blame is being placed on rep's boss, not the client. But the client realizes that their negligence is the true cause of your discomfort. The e-mail is polite and leaves room for a 'graceful' response.

Message #4: "I don't mean to be a PITA" E-mail

This e-mail uses humor as a means of getting a response from the silent client. The message is a bit tongue-in-cheek suggesting if the client doesn't respond you'll 'stalk' them with follow up calls. Of course, the real message is this: 'if you continue to remain silent then I will continue to follow up.' In short, you are suggesting you'll become a nuisance so they should deal with the issue now and get it over and done with.

Subject: Shauna, I don't mean to be a PITA

Shauna,

I am following up on the proposal I sent you on June 14th regarding _______. When we spoke you indicated that _______. Since then, I have left a few messages but as of yet we haven't been able to connect.

Shauna, I don't mean to be a PITA (...a pain in the ....) but my boss will have me calling you every 2-3 days like clockwork. I certainly don't want to 'stalk' you so if you could give me an update one way or the other, I'd appreciate it.

Summary

Do not hesitate when it comes to using these e-mail messages. You went to bat for the client. You took the time and effort and the least they owe you is the courtesy of a reply. Play on their emotion and you'll get the resolution you want ... and need.

Jim Domanski -
	Jim Domanski is president of Teleconcepts Consulting and works with B to B companies and individuals who struggle to use the telephone more effectively to sell and market their products. The author of 4 books on tele-sales, Jim has been seen on various radis and television programs such as CBC’s Venture Magazine. Dubbed by the Financial Post as “Canada’s reigning tele-management guru…” For over 17 years he has worked with companies big and small throughout the US, Canada and parts of Europe. Read More >>
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