In our previous post [Be a Disney Princess (and Let It Go)], we suggested when certain prospects are putting up a wall of resistance that it is best to make like Elsa and Let It Go. Quick disclaimer - As the father of my own little princess, I have seen this particular movie no fewer than 1,700 times so this will likely not be the last time I reference it.
The point was, rather than simply pestering prospective donors and customers into submission, that it is sometimes advisable to refocus your efforts on more willing participants.
But sometimes, it might not be that easy to give up the chase. Maybe you paid for a list of prospects or your warm leads are too warm to punt away. Whatever the reason, if surrender is just not a viable option, we have compiled a few suggestions for trying to crack through to your tough leads.
For the purposes of this exercise, let’s assume the goal is to gather email addresses.
1) Mix up your ask. Do something to make your appeal look or sound different than what they have previously seen or heard. Maybe they have grown immune to your ask because they have seen it from you or your competition too many times already.
2) Disguise your ask. This is just a nice way of saying give them something in exchange for their information. If you can get them interested in whatever freebie you’re using to motivate them, they will be less hesitant to share their info. This isn’t complicated; people like free stuff.
3) Add to your incentive. If you’re still not getting the results you want, make your promotion or giveaway more significant. That doesn’t mean you have to offer a free Rolex for every email address, but maybe you can offer a chance to win a Rolex (or a Timex!) with their submission. In future posts, we will discuss acquisition costs – how much should you be spending to acquire a new customer.
4) Tell them why you want their information. If you can demonstrate the value they will receive from sharing their email address with you, it will be hard for them to not do so.
5) Ask them what it will take for them to give up the goods. Maybe your resister has a really good reason for not sharing with you. Or maybe they simply need some personal attention. Regardless, the more you can learn about their specific hesitancy, the better you can adapt your tactics for them in particular and your audience as a whole.
If you run through all of these options (or even just a couple of them) and still can’t make a connection, it is DEFINITELY time to walk away. The cost of chasing a bad lead is more than financial. You risk completely alienating the prospect, sullying your reputation and burning precious time that should be spent on more willing participants.