If you have a group of people in your CRM that is inactive and filled with old leads, it’s a good idea not to disregard them, but instead, use them as a potential tool that can lead to a growing conversion rate for your company. Old leads can be immensely valuable, but it is important to reach out to them effectively and re-engage their interest in your area of expertise. Below, you will find 6 techniques for re-engaging older contacts and turning them into paying customers. Old leads often have high potential and typically deserve your time and attention. 

How to Re-Engage With Old Leads?

1. Study your list of old leads and segment them into categories, such as the level of engagement the customer had with your team, when the last contact was conducted, or your belief for why the deal was not closed. Once your segmented list is ready, begin reaching out to the most promising leads first. 
2. Begin your first contact with an older lead through email communication. Address the fact that it has been a while since your last communication and provide details about the services you offer, focusing on new or enhanced offerings. Once the email has been sent, engage in other types of communication, such as phone calls or text messaging, and enhance your social media ads to include current projects and services. 
3. Encourage old leads to re-engage with you now because your team offers value for the customer. Highlight beneficial services, current promotions or discounts, free consultations, or new products or projects your team offers. Maybe a customer who wasn’t ready for your services six months ago is ready now and just needed a little reminding of your expertise. 
4. Ask potential customers if there is anything you can do to help them make a decision. Inquire about their need for something to be fixed, repaired, or replaced. This questioning technique helps you identify any friction you can remove for this client and others. 
5. Sometimes, old leads need a little reassurance or nudging. Create a sense of urgency for booking with your team by offering a limited-time special, seasonal offerings, or sharing your warranty information. 
6.  Acknowledge when an old lead is not ready to commit, or if you think they will never be ready for your services. If the lead still looks promising for future needs, then continue to nourish the relationship by sending regular emails and content that keep your brand top-of-mind and build trust over time. On the other hand, if it appears you will never secure a booking, then let go of that lead and use your resources elsewhere.

Bottom Line

Old leads are already familiar with your services, and they know your brand. This is a promising feature for you because it is cost-effective and time-effective to reacquaint your company with people who already know you, rather than targeting a new audience. Old leads are often promising and provide a great opportunity for the diligent business leader. You can reacquaint your brand with old leads by reaching out to prospective clients, reminding them of your professional services, and nurturing relationships that may have been forgotten but are not lost. 

Frequently Asked Questions (FAQs)

What is the best way to reach out to old leads that did not convert?
Most customers respond well to an email from a company they have not communicated with for quite some time. An email enables you to reintroduce your company, highlight your expertise, and remind clients that you are active and interested in taking care of their projects. Ideally, you should follow up with other channels of communication to ensure full coverage of all potential clients. 

How long should I wait to reach out to unclosed leads?
The sooner you reach out to unclosed leads, the better your chances of converting them. The best approach is to send an initial email to re-engage the lead, followed by consistent follow-ups to keep your services top of mind. If they don’t convert right away, continue nurturing them over time so you stay present until they’re ready to move forward.

How many times should I contact an old lead before I decide to give up on their conversion?
You will find that some customers will never convert; perhaps they changed their mind about a project, had a budget shift, or found another team to take care of the work. After you have made a good-faith effort to reach a client through about 6-8 different points, it is beneficial to move on and use your resources elsewhere.