How to build a recovery flow to regain a lost lead?
How many times do we expect a response from a lead who has the proposal in hand and only bump into gatekeepers, voice mail or lack of response, right?
We are at the mercy of a breakthrough that never comes. 🙁
For these and other reasons there is the recovery flow, essentially used by closers, or sales executives. After all, this is a flow indicated for the closing phase.
But before going into depth on how the recovery stream should be used, let’s understand a little bit of the concept and logic behind it.
Don’t forget that sales is a science and, like any good formula, you need to do the calculations intelligently to get a correct result, ok?
Why use a Recovery Stream?
The logic behind a retrieval flow was precisely to use it with those leads that received proposals and didn’t move forward in the process, in order to re-engage them.
These are those leads that went through the closing flow, received several follow-ups, but didn’t give a response.
Communication is very different, pulled to one side of:
Shall we resume the conversation back there? We have new things to present that might interest you…
This communication is even better when you actually have some news, some new functionality that was the subject of some specific objection from that lead.
This strategy is little used by companies today.
I say this because, on a daily basis, I talk to salespeople and managers from various companies, and when I ask how the sales process works, I see these gaps popping into my eyes.
Many sellers are in the habit of sending a business proposal to their leads, but see ships waiting for a response.
And as that maxim in the business world says:
The worst answer a seller can get is a maybe. Fight for YES or NO.
Consider that the lack of response from leads is like a maybe in your hands.
An easy-to-understand analogy is to imagine that inside your funnel there are small holes, and as the leads are descending, some of them end up escaping.
A lead that has already received the proposal, was the biggest job, but went through all these little holes without escaping. Will you let him get away now, at the end?
Either you held the maybe too long, or you didn’t align a strong enough solution need with that lead.
What do you need in a Recovery Stream?
In order for you to build a flow like this, you need to analyze some points beforehand:
- Duration: 3-12 months;
- Spacing: 1 contact/month;
- Automated Fallback.
The Structure of a Recovery Flow
Before going through the structure of the recovery flow, I would like to point out that it can vary according to your market or your internal process.
Below is a strategy for pulling that lead back into your pipeline:
Recovery flow model: 6 contacts + automated fallback
1) 1 connection;
2) 1 email after 0 days: remember what was talked about previously, with a posture that you would like to know if it’s time to resume the conversation;
3) 1 call after 2 days;
4) 1 email after 0 days: follow up on the previous email;
5) 1 call after 5 days;
6) 1 email after 0 days: send content targeted to the lead scenario and say you believe it can help you.
If you are in doubt about what an Automated Fallback is, click here, read our content and learn how it can help your outbound strategy.
Working with a multichannel flow at these times counts for a lot, not least because the personas have evolved, as well as the companies.
Being held hostage to just sending emails when you’re trying to retrieve a lead that abandoned you isn’t such an interesting strategy.
The fact that this lead is in the mouth of the goal for the closing gives you the margin to use other devices. Also, mixed (or multichannel) streams convert 4x more than single streams.
Data from our outbound report.
First recovery email template
Remember, when you build a recovery flow, you already have that lead’s pains and problems in hand.
Then, when composing these actions within the flow, you can reiterate the implications of these issues and the solution commitment in line with it.
Personalizing both your emails and your other touchpoints counts for a lot at this point.
A good example of a first recovery flow approach email would be:
Did you notice how the logic was built to pick up the contact where you left off with the lead?
Even because, deep down, he knows what are the problems he is facing, you know exactly how to solve these problems and he has even considered hiring your solution.
If I knew the importance and effectiveness of this flow, I certainly wouldn’t have lost leads at the end of my sales funnel.
I say this because several times I was waiting for responses from leads who already had the proposal in hand, but didn’t take the next step.
Many times, I was completely in a vacuum.