Their names show up in your CRM, along with notations on your numerous attempts to contact them over weeks, months, or even years: the names of leads who expressed interest in your product or service but have been entirely elusive since then. When is it time for you to “hang it up” regarding these leads?
Love and Marketing
It’s often possible to draw a parallel between two very different things, for the purpose of illustrating a point. I racked my brain to come up with something to make this point about non-responsive leads, but the closest I could get is love and marketing. Honestly, I am not sure it works that well.
I am specifically thinking of unrequited love, where a boy loves a girl (or vice-versa) but the girl doesn’t love the boy back (or vice-versa) and the one keeps on pining for
the other despite their indifference. This is often referred to as “carrying a torch” for the object of one’s affection and is often looked upon with pity (or even ridicule) by others. If it goes on for too long, the friends and family of the torch-carrier may suggest that they get over it.
As a small business owner, you may have leads who have opted into your offer or have even made a front-end purchase.
Despite your repeated attempts to contact them, they never respond—no callbacks, no email responses.
They show total indifference.
They remain on your list and you continue to market to them, even though they act like you don’t exist. Yet, no one looks at you with concern as you continue to email them. There are no tears, no rolled eyes or “get-over- its.”
Thankfully, love and marketing have little, if anything, in common.
It is completely acceptable—even vital—for a marketer to “carrying a torch” (so to speak) for their unresponsive leads. MOBE does this in a few ways.
MOBE’s 21-step HTAM program costs $49. That low price tag includes live telephone coaching to help the buyer get through the program rapidly and successfully. When someone purchases HTAM, their contact information shows up in our CRM (customer relationship management) program. Each buyer is assigned a coach based on their time zone.
When a MOBE phone coach logs into the CRM, they receive an alert informing them that they’ve got a new client—the HTAM buyer. On the other end, when the buyer starts the program, they are informed to keep in regular contact with their coach, and are provided with the coach’s contact number.
Responsive buyers are a priority and a single coaching session might take up to a half hour. Coaches can’t spend all day repeatedly attempting to contact a non- responsive buyer.
There are several points in the 21-step program where the coach needs to speak with the lead. At any one of these points, a coach will attempt to contact the lead once a day for five days. If that lead doesn’t respond after five calls, the coach ceases calling.
But that’s not the end. The “torch” gets passed …
Email and Facebook
MOBE continues to send emails to HTAM buyers about HTAM. It’s not an attempt to
sell it to them again but to “sell” them on starting and/or following through on it.
Those emails contain testimonials, tips, and other valuable content, in addition to the HTAM offer.
We also email them about MOBE’s weekly webinar every Thursday night. I often teach on these webinars or have a trainer on—someone who has been particularly successful in MOBE.
They also receive emails about MOBE’s various promotions, aside from HTAM.
Many of these leads have also joined the private HTAM Facebook group, which is another channel through which we can reach them. So, if they prefer not being contacted by phone or email, they will still see our messages.
As a MOBE consultant, you can also contribute to keeping leads active. If you’ve got a lead that purchased HTAM…
…but is showing signs of having disengaged from the program, you can assist.
The right way to do this is to first check “Has Offers” in your MOBE back office, so as to not interfere with the coaching process. There, you can see all of your HTAM leads and which step of the program they are on.
If you see that they are on Step 0, give it at least five days. That’s when the assigned phone coach will be trying to contact them. Check back after that. If it shows that there has been no movement in five days, it’s okay to contact them.
Send them an email introducing yourself and explain that you are the person who referred them to the HTAM program. Mention that you noticed that they haven’t started the training yet and ask if there is a particular reason. Let them know that you are available if they need help or if they are unable to reach their coach. That’s all. You’re seeking only to help them and get them in contact with their coach, not sell them anything.
If you’ve received no response in a few days, then give them a call. Remind them that they purchased HTAM and that they have a coach who is available to get started with them. As the consultant, you should always be referring them back to their coach.
Each HTAM buyer purchased it for a reason, usually having to do with having more time and financial freedom. Though HTAM makes it about as easy as possible to understand online marketing, it may still be a bit steep for some people. Sometimes, people have situations in life that distract them from getting on with their HTAM.
Regardless of why they are out of contact or are not following through, we continue to “carry the torch,” reaching out via multiple channels (phone, email, and social media) to help them continue with the program and get the best possible results with it.
many thanks to MOBE for this article