Why do leads go cold, and can you win them back?
Understand why leads sometimes turn cold and how you can win them back and convert them.
Summary
Lack of communication, too much information, and lack of professionalism are some of the biggest reasons why leads go cold.
The average time for a sales lead to go cold via email is between 24-48 hours.
Not all cold leads can be recovered, but techniques like changing your approach, retargeting through alternative platforms, or gently reaching out can help.
Knowing when to give up a lead is important, and it is a learning opportunity.
What is meant by a ‘lead going cold’?
When people say a lead has “gone cold,” they mean a potential client has lost interest. A hot lead is a client interested, engaged, and ready to buy (convert), while a cold lead is the complete opposite.
There are numerous reasons why leads go cold, and these include:
Feeling bombarded by information.
Not feeling like enough information has been given.
A lack of value.
Not a good fit for the offer.
Taking too long to follow up after the initial contact.
While this phenomenon is not uncommon and is rarely the service provider’s fault, learning how to win back a client is a valuable skill.
What is the average time for a sales lead to go cold?
The average time it takes for a sales lead to go cold varies drastically depending on the form of communication used and the salesperson's history with the client.
If a client you are communicating with via email has lost interest to a point where they intend to cut ties entirely, you will likely know within the first 24-48 hours. However, if you are on the phone with a client, naturally, that time frame plummets significantly.
What are the 6 most common reasons that leads go cold?
Knowing how to get leads for your business starts with a solid understanding of what causes them to go cold. Instead of focusing on the fact that a lead hasn’t worked out, use your experience to learn how to do better next time.
If you’re seeing too many leads turn cold, it might be due to one (or more) of the following reasons:
1) Not enough communication
Without the right information, clients may not understand or trust who you are. Not providing enough communication can quickly cause leads to turn cold.
2) Overwhelmed by questions and information
People don’t like to feel bombarded with information—it’s time-consuming and bothersome. Overwhelming a prospective client with too many questions or information might put them off.
3) Lack of transparency
Practising caution, especially on the internet, is crucial today. You cannot blame clients for losing interest if your intentions aren’t 100% clear. A lack of transparency is one of the most common causes of leads going cold.
4) Slow responses
A prompt response is key when a client is interested. Slow responses make people feel deprioritized, leading to a loss of trust and a lack of interest. If you want to get leads for business, you need speedy response times.
5) Not seeing the bigger picture
New clients won’t necessarily be sold on your services unless they grasp its full value. Make sure they are aware of how the smaller steps today contribute to long term success.
6) Lack of professionalism
It is good to be personable, but being overly friendly can come across as unprofessional and suspicious. Don’t limit your credibility by saying or doing more than necessary.
Is it possible to win back a lead?
Yes, it is possible, but it is not necessarily easy. It can be an especially difficult task if things have been unsuccessful the first time round. Once people have decided that they aren’t interested in working with you, they aren’t likely to change their minds.
However, with enough practice, training, and the right strategy, you can learn how to win back a lead and convert it, even after it has gone cold.
How to win back a lead
Winning a lead back after it has gone cold requires careful consideration and planning. You can try differentiating your approach, asking how you can help, retargeting them through social media platforms, and continuing to gently feed them ideas while respecting their space.
How do you know if it’s time to leave a lead?
If a client loses interest in your firm or its services, they will let you know—whether through their words, behavior, or both. Here are some common signs that a lead has gone cold:
Silent treatment: If someone disengages from communication, they are letting you know they aren’t interested.
Curt correspondence: Short, curt sentences and an offish tone can indicate that a client is lost (or is in the process of losing) interest.
Expressed desire of disinterest: Sometimes, a person will do you the kindness of letting you know up front that they are not going to do business with you.
How can you grow from losing leads?
Losing leads is never the ideal outcome, but you can learn from the feedback—or lack thereof—and apply it to future leads. The more experience and training you have, the more precise and impactful your client-softening strategies will become, and the easier it will be to get leads for your business in the future.
Want to work with Unbiased?
Navigating lead management and communication is crucial for all businesses, especially those operating in service-focused sectors like finance. When leads don’t feel that their needs are being met, you might lose them in a process called “going cold.” By understanding why this occurs and taking steps to rectify it, you’ll know how to win back a client or, at the very least, learn from their loss.
If you want to get leads for your business, Unbiased Pro will deliver them straight to your inbox and give you the tools you need to convert them to clients.
Content writer
Kate has written for leading publications and blue chip companies over the last 20 years.