how much is too much?

I'm often asked how often should you chase a sales lead if they arent responding? It's a strange thing, as a business owner, when you receive a web enquiry and you respond and return their call. Sometimes they are very engaging and you get the impression that they really want your services so badly it hurts. And then they disappear. You are then in the position of wanting to convert the lead but sometimes not wanting to come across like you are stalking them.

My rule of thumb in cases like this is that you do have to draw the line somewhere. My line tends to be three calls, one voicemail message and then move on if you aren't getting any response. There are other ways to gently remind them that you are still there by dropping them an email every couple of months with some update on your service.

Then there are the cases when you have knuckled down to your weekly cold calls, it may be painful but you have set your targets and are getting on with it. But some people are hardly ever there - what do you do? Keep calling and keep leaving phone messages. My advice is in most cases, if you have never talked to the person, do not leave a phone message the first time - they don't know you, why would they call you back? If you do feel the urgent need to leave a message make sure it is clever and compelling enough for them to ring back, but also think about what you are going to say when they do ring back. I have had cases where a 'hard to reach' director has rung me back and Ive been in the middle of doing something completely unrelated (like getting a sandwich at the shop) and on the move and that doesnt give a good impression either.

The other issue that tends to come up from time to time that I get asked about is what to do with the leads that you have managed to talk to but you feel like you are always being fobbed off.. e.g. they are always saying 'send me an email' or 'call me back'. I say EMPOWER them to say No - a no is much better than a maybe... you cant buil your business on maybe... it might as well be a No in my book.

So, to summarise:

1. Warm leads - Three calls and then move on, you have better things to do with your time
2. Cold calls - In most cases don't leave a phone message unless you have already talked to them before
3. Cold calls - if you do get through to your caller and they keep saying 'send me an email, call me back' and you feel like it is a 'no' in disguise then empower them to say No; make it easy for them... because ultimately hearing a No means that you are going to hear a Yes sooner rather than later.

Was this helpful - what are your thoughts...?