How do you keep a prospect engaged after a cold call?

1 Send a personalized email

One of the first things you should do after a cold call is to send a personalized email to your prospect. This email should recap the main points of your conversation, highlight the value proposition of your solution, and suggest the next steps for the prospect. You should also include a clear and compelling call to action, such as booking a demo, downloading a case study, or answering a survey. Make sure your email is concise, relevant, and friendly, and avoid using generic templates or spammy subject lines.

2 Use multiple channels

Email is not the only way to communicate with your prospects. You should also leverage other channels, such as social media, text messages, phone calls, or video calls, to stay in touch with them and provide more value. Depending on your prospect's preferences and behavior, you can use different channels to share useful content, ask questions, offer incentives, or remind them of deadlines. However, you should also respect your prospect's time and space, and avoid bombarding them with too many messages or calls. Find the right balance between being persistent and respectful.

3 Add value at every touchpoint

Every time you contact your prospect, you should aim to add value to them and their situation. This means that you should not just follow up for the sake of following up, but rather offer something that helps them solve their problems, achieve their goals, or learn something new. For example, you can share a blog post, a webinar, a testimonial, or a tip that relates to their pain points or interests. You can also ask for feedback, opinions, or referrals, and show appreciation for their input. By adding value at every touchpoint, you will demonstrate your expertise, credibility, and genuine interest in your prospect.

4 Track and measure your results

To keep your prospects engaged, you also need to track and measure your results and adjust your strategy accordingly. You should use a CRM system or a spreadsheet to record your interactions with your prospects, such as the date, time, channel, topic, and outcome of each contact. You should also use analytics tools to monitor your email open rates, click-through rates, response rates, and conversion rates. These metrics will help you identify what works and what doesn't, and optimize your follow-up process. You should also test different variables, such as the frequency, timing, and tone of your messages, and see what resonates best with your prospects.

5 Build rapport and trust

Finally, one of the most important factors in keeping your prospects engaged is to build rapport and trust with them. Rapport is the feeling of connection and mutual understanding that you establish with your prospects, and trust is the belief that you are reliable, honest, and competent. To build rapport and trust, you should use your prospect's name, listen actively, show empathy, match their communication style, and find common ground. You should also be consistent, transparent, and respectful, and deliver on your promises. By building rapport and trust, you will create a positive and lasting impression on your prospects, and increase your chances of closing the deal.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?