Ten Ways to Lose a Lead

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  1. silly statueIgnore them on social media when they post a comment or query. Social’s just a passing fad, right?
  2. Pay no mind to your customer’s digital body language. Marketing may see what a prospect is interested in, but they don’t really have to share that info with sales, do they? Does it really mean anything when Jane Doe looks at your pricing page? Thought not.
  3. Let your own churn play out. A salesperson leaves without briefing the person who inherited the account. The new account owner shelves the opportunity because they a) know nothing about its history, and 2) have other low-hanging fruit. And if marketing hasn’t scored that account or shared information with a new rep…well, there’s just a vacant howling sound now where once there was a warm, breathing prospect. So? Plenty of fish in the sea.
  4. Don’t worry about the consistency of their experience with you. Make different offers in different places. Try out that new tag line in one place but keep the old in the rest of your customer-facing channels. They’re smart, they’ll figure it out. Consistency is the hobgoblin of small minds.
  5. Don’t bother with the 360-degree picture. Hey – they came to you, they’re interested, what more do you need to know? Close those leads!
  6. Send the same email to every lead you have. It’s a lot less trouble, now, isn’t it? Targeting is overrated.
  7. Don’t check to see which campaigns are working. Why bother? The entire marketing team loved the look and feel of the last campaign; it had to have done well. We’re thinking of entering it in a contest.
  8. Don’t sweat personas. Those aren’t real people, they’re just numbers. You just need enough of ‘em.
  9. Rest on your past laurels; don’t evolve your product or service. If ain’t broke, don’t fix it. We’ll know if it’s broke…won’t we?
  10. And should you need to know how to lose a customer, here’s the best way: Don’t return their emails or phone calls. You got their money already, right? Next, please.

(And if you think all this might be sheer hooey, a straight line to market oblivion, then we’re on your side. Let’s keep talking.)

 Image by badjonni, used under a Creative Commons 2.0 license