Dripping your prospects is a great way to continue time investment, interest, and potentially bring deals back from the dead. Imagine this, your prospect has ghosted you, which never happens, and you need to get them back in the saddle. Do you call them and leave a voicemail? What about sending an email requesting another meeting after your previous disastrous one? While there is a time and a place and can work at times, you as a sales rep need to manage your time appropriately.
Insert the drip. A drip is a bit of information that you are sending to your prospect to maintain interest and potentially spark action. If you are currently conducting a POC, maybe you send your prospect data that was found that was of focus for them or a significant pain point. For example if your prospect does not have visibility into email threats delivered to their users inboxes, sending them data on how many email threats your solution identified that made it past their current solution is a great way to re-engage or continue to show value.
Reading thus far you may have realized that sending and giving value is the ultimate decider of time investment for your prospects. Think about what your prospects care about and send them a drip that is relative.
Nurture Pipeline
As a sales director, often times sales reps take deals that stalled and place them into a nurture pipeline to call once every 3 months or let marketing “do their magic.” Maybe we as sales professionals need to rethink their nurture pipeline as some barren wasteland where the light doesn’t touch and belongs to Scar from the Lion King. Maybe we need to break the nurture pipeline down into segments as to what was the key pain/interest and align our drips to said pain/interest.
TLDR:
In sales there is a saying, “Timing, territory, and talent… in that order.” That means that you could be the best sales person in the world and since you subscribe to the Pipeline Press you clearly are, but that life is all about timing. If you are not in front of your prospects, someone else is. Your product may have been the perfect fit, but they weren’t ready yet. The personalized and specific drip allows you to stay in front of them when they are ready.
