Say you’ve had a busy day on the sales floor–closing deals, building loyalty, and speaking with a prospective buyer who is interested in returning to purchase a travel trailer ahead of the summer season. Days pass, and after following up via email, you hear nothing. After a second attempt, and still only silence. You may have been ghosted. Don’t feel discouraged, because buyer silence doesn’t always mean a lost sale. With the right approach and tools, you can re-engage prospects or turn missed connections into a future opportunity. Here are some considerations.

Understand Why Buyers Go Silent & Tailor Your Follow-up 

Before re-engaging a potential buyer, think about why they may have gone silent. Were they still weighing options, struggling to find the exact unit they want, or working with a limited budget? Identifying the likely reason can help you tailor the most appropriate follow-up.

The workday can move fast, making it tempting to send a “Just checking in” email. However, it’s incredibly important to avoid generic communication at this stage. Instead, align your messaging with their most recent position in the funnel. Provide value by sharing relevant research, highlighting key selling points, and even sharing links to similar units that fit their needs. 

Buyers seek out convenience, and creating a personalized follow-up makes it easier for them to pick-up where they left off without feeling pressured. 

Leverage Lead Management to Boost Follow-up Success

Keeping track of each shopper’s needs can be challenging, especially after multiple conversations throughout the day. So, how do you determine what information to include when following up with a hesitant buyer? Digital tools designed to make lead management seamless and quick. 

Gone are the days of recording a buyer’s details by hand. Managing buyer interactions online allows easy access to specific prospects in one platform, without wasting time sorting paperwork and old notes. When combined with lead enrichment, you can fill in the gap left by buyer silence, gaining the insights needed to make the most informed and effective follow up.

Now that you have the tools to set you up for success, you can start the re-engagement process off with an advantage. These next 3 key steps are crucial: 

1. Craft Engaging Messaging

Focus on compelling subject lines and copy that will keep them engaged with your email. This is your opportunity to reignite their interest and remind them of your value. Highlight relevant financial insights, trends, or unit details that support your buyer’s needs, showing that you’ve done your homework.

2. Prepare Without Assuming Objections

Remember, there was a reason that the buyer went silent, but try to avoid assuming the buyer’s objections. It’s great to prepare for their concerns, but focus on listening and then offering solutions. Acting prematurely could potentially shake their confidence and create a sense of undue pressure.

3. Seal the Deal

Don’t wait passively for the buyer to confirm their interest. Show a sense of urgency with a clear call to action. It may be appropriate to offer a test drive or make an appointment to finalize details, depending on where they were in the funnel. Close with a clear step forward.

Sometimes, a buyer’s silence is due to factors you can’t control, from shifting financial priorities to accepting another offer. Don’t view it as a loss. The care and effort you put into the process may have earned you a future opportunity. These tools and strategies aren’t just for hesitant buyers. You can apply them to your overall sales approach and improve your daily interactions. Keep them in your arsenal, and you’ll see improved engagement over time.

Looking for more ways to enhance your sales process? Check out this recent article on small tweaks that make a big difference in your strategy.