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What to do when a B2B prospect goes MIA

One of the most challenging aspects of B2B is retaining prospects once you have captured their attention. Establishing a CRM can help you build solid B2B relationships that will last, because it allows you to analyse data and shows you a bigger overall picture of your clients. What happens, though, when a B2B prospect goes MIA?

According to Max Altschuler, “every business runs like a B2B sales prospecting operation.” It’s all about nurturing valuable business relationships to create sales revenue and repeat business.

Continuing to engage every step of the way is the key, but you also need to know when to pull back. Every B2B salesperson knows what it’s like to make that initial contact, and come away feeling great about it, only to have subsequent messages go unreturned. This leaves you wondering what went wrong, and what you could have done differently.

There are many reasons why a B2B prospect could have gone MIA. While you can’t repeat the process of initial contact to find the answer, you can implement the right tactics to reconnect and address any questions or underlying reasons that caused the prospect to go silent. Here are four strategies to try.

1.Give the prospect the opportunity to consider

You’ve heard the saying timing is everything? This is definitely true when it comes to prospect engagement.

You’ve explained what you have to offer, so now it’s time to let the prospect decide whether to react. As Andy Gole suggests in an article about radio silent prospects in Forbes, “very likely, the prospect was interested in — maybe even excited by — your offering, but wasn’t yet ‘in the market."

The prospect’s MIA status may be due to nothing more than a current lack of need for your services. Give it some time. Odds are, once the prospect is ready to talk, you’ll receive a call or Email.

2. Arm yourself with the right information

Research is crucial to proper prospect engagement. Potential customers will know a targeted sales pitch when they hear one, and may not respond favourably.

Decision Makers will be more inclined to say yes if you know details about their industry and unique needs during the initial meeting. This not only shows your interest in who they are, but also illustrates your willingness to go that extra mile and make a deeper, more meaningful connection.

3. Reach out with new offers

Once you have a clear understanding of your prospect’s needs, you can begin addressing them across the board. The prospect who went MIA because a particular product of yours didn’t meet an immediate demand may respond more favourably to newer offerings from your company that do. Taking the time to reach out and inform a prospect of this will place you in that person’s mind once again, while passing along the message you are still interested in doing business with the prospect.

4. Network & Communicate

Consider every b2b contact an opportunity to network and get to know the needs of your prospect. This will enable you to develop a good relationship and remain relevant and visible. Establishing those lines of communication also open important conversations that add value to the exchange.

When approaching B2B prospects, preparation is essential. Understanding the needs of the company you are contacting will go a long way toward customer conversion.

Use the business tools you have on-hand to gain information about your prospect. Details like expansion and personnel changes will be very valuable in deciding when to strike and when to lay low. While you can’t win them all, you can certainly work to establish a good rapport trying.