Additional Programs for Generating More Business

This post will give you instructions to create programs for following up with lost business.

It’s important to understand why customers are not purchasing your product or service. You don’t want to spend too much of your time focusing on that, however, collecting that that information is important. Setting up a program to automate those emails is a perfect use case.


Following up with lost business

It happens to every single company in the world – a deal falls through and the client goes with someone else. While it stings to learn this information, it’s important to understand why it happened. You will not want to spend a ton of time on this client as they have already indicated they won’t be working with you, so it’s a perfect opportunity to set up a program.

WHAT YOU’LL NEED:

  • A bucket named “Lost Business”. Add that bucket here.
  • Email Template: Lost Business #1
  • Email Template: Lost Business #2
  • Email Template: Lost Business #3

STEP 1: CREATE THE PROGRAM

    • Click on the Programs tab at the top of your account. NOTE: Programs are only available in our Small Business plan.
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  • Hover over Add Program in the top right, and select New Program.
  • Create a new Program and name it Lost Business.
  • (Optional) add a goal to this Program.
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STEP 2: SEND AN EMAIL

The first thing you’ll want to do is send a quick email to request feedback.

    • Select +Add Step.
    • For the Delay, choose 1 day. Why so soon? You’ll want this email to go out as soon as possible since the clients’ reasons will still be fresh in their minds.
    • Select Send Message and choose Lost Business #1 email template.
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    • Choose the time and email address.
    • Check any tracking options you would like.
    • Check “Require approval before executing.” Double checking the email before it goes out will give you two benefits. One, you can add in any specific detail about the company/client to make it more personal. Two, it gives you a chance to review the email before it’s sent out.
This “Require my approval before executing” feature will allow you to approve/deny the action prior to execution. You will see the prompt on your dashboard. If you choose to approve the action (i.e. an email to be sent) you will still get another chance to review/edit the email before it goes out. If you choose deny, the program step will skip and continue onto the next step.
  • Uncheck “Reset delay if we interact”. As stated previously, you’ll want this email to go out as soon as possible.
This “Reset delay if we interact” feature will give you the option to pause the action if you’re already in communication with the contact. The action will only be triggered when you have not spoken to the contact in a certain amount of time.

STEP 3: ADD ON SOCIAL MEDIA

Despite the loss of the sale, you’ll want to stay connected with the client on social media. It gives both parties an opportunity to share what’s relevant to them.

      • Select +Add Step.
      • Choose 2 days as the time frame. Again, you want to make sure you do this in a window of time where you are still refresh in this client’s mind.
      • Select Custom Task.
      • Type in for the Task Title, Follow on (Social Media of your choice).
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      • Because the invitation is more of a ‘soft touch’ go ahead and uncheck “Reset delay if we interact.”

STEP 4: ASK FOR FEEDBACK AGAIN

You’ll want to send them a reminder email if you haven’t heard back from them.

        • Select +Add New Step.
        • Chose 7 days as the time frame. Give the client a week to respond back naturally.
        • Select to Send Message. You will send them the Lost Business #2 email template.
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      • Choose the time and email address accordingly.
      • Check any tracking options you would like.
      • Check “Require my approval before executing,” and “Reset delay if we interact.” This will give you a safety net to decline the email if they have already responded.
What if they already responded to my first email? If the contact has already responded to your first email, then you’ll want to take them off the program so they don’t receive the reminder emails from you.
How do I take someone off a program? Just simply go to their profile page, scroll to the bottom of the right hand side and remove them from the program.

STEP 5: ASK FOR FEEDBACK ONE LAST TIME

You’ll want to add one last request for feedback.

        • Select +Add Step.
        • Chose 7 days as the time frame. Give the client a week to respond back naturally.
        • Select to Send Message. You will send them the Lost Business #3 email template.
        • Choose the time and email address accordingly.
        • Check any tracking options you would like.
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      • Check “Require approval before executing,” and “Reset delay if we interact.” This will give you a safety net to decline the email if they have already responded.

STEP 6: TAG THE FEEDBACK

You’ll want to come up with a few basic reasons why a client would not pursue your services. General categories may include: price, lack of features, too complex, other, or unknown. Then you’ll want to tag this client with that reason. Tagging the contacts will allow you to query these reasons and see how many clients you’ve lost because of a particular reason. You can use this to improve your business.

        • Select +Add Step.
        • Choose 7 days.
        • Select Custom Task and type in ‘Add tag – reason for lost business’.
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      • Uncheck “Reset delay if we interact.”

STEP 7: ATTACH THE PROGRAM

The program steps are finished so let’s attach the program to a bucket.

        • Scroll up to the top of the modal and select +Add Bucket. 
        • Choose the Lost Business bucket.
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      • Click the blue Save button and your program is now active! Just remember to transfer contacts into the Lost Business bucket after they’ve decided to not do business with you.



WHAT’S MY NEXT STEP?

Check out how two Contactually users, Jason and Jeremy, leveraged Contactually to increase their revenue by over $36,000!