Zombie Hunting Wednesday 3pm. You in?

We’ve all got zombie leads. These are people we’ve quoted who haven't said yes. They haven’t said no either. Instead they’re ignoring us - our emails go unanswered and they’re always too busy to talk.

We don’t want to let these zombie leads go because at one stage they looked promising. We’ve invested time into understanding their needs and preparing a proposal. If we give up now that work is wasted. And, what if we give up too soon? We’ve all read stories of the salesman who kept knocking for years till he finally landed the big one.

But zombie leads are psychic baggage. They take up time and attention. They’re a constant reminder of your failure to close the deal. You’ve got to get them out of your head space.

I go zombie hunting on Wednesday afternoons.

I chose Wednesday afternoon because I race my catamaran on Wednesday evenings.

Zombie hunting is my last task before heading down to the dinghy park to rig the boat. After that I’m going to get on the water for an hour’s pre-race practice or high-speed blasting. There is nothing like hanging out on a trapeze at 20 knots to make you forget the pain of non-responsive prospects.

How do you identify a zombie lead?

In my case it takes more than a shuffling walk and vacant eyes to get classified as a zombie lead. My sales process is:

  • One or more calls or online meetings to work out what the prospect hopes to achieve, and make sure my service is a good fit for their business.


  • After that I'll send a proposal or quote by email and follow up with a call to make sure they've received it.


  • I also send 5 automatic follow-up emails spaced over a month.


If you still haven't responded after all this effort you're undead to me.

I send one last email before archiving zombies forever. It normally gets a response, and sometimes it brings a deal back to life.

I store the email template in ‘canned responses’ in Gmail so I don't have to type it from scratch every time. You could copy paste from a text file if your email system doesn’t have a similar feature.

Here's the template.

Dear [first name].

A while ago you were interested in [service]. Is this still a priority?

If it's not can I trouble you to let me know so I can take it off my list. Otherwise, what can I do to make it happen?

Thanks.

Best wishes etc

It gives context by reminding the person who you are and why you’re emailing. It has clear instructions for what to do next.

Once I’ve sent this to the zombies I can go sailing with a clear conscience knowing that I’ve done all I can to help these prospective clients.

You’re welcome to copy my template. Let me know what your results are.

Don't be bamboozled.

My free Google Ads for Business Owners course will teach you enough to understand what you need to do if you're going to DIY or hire a freelancer or agency to help with your Google advertising.

The time you invest learning now will save you a lot of heartache (and money) in the future.

Use the form below to subscribe and I'll send you the first lesson now.

When you subscribe, you’ll also get advice on Google Ads and related topics about twice a month. I respect your privacy. Privacy policy.

Do I really need 7 websites?

Two groups of people visit your website: people who know what you sell and strangers who don't know you but want what you sell. One website can't serve both groups effectively.

Does PPC work for accountants?

The short answer is “Yes, but only sometimes”. Google suggests that AdWords will work for any business but this is not true in real life.

Google Ads for industries with long sales cycles

A client installs billboard size video screens. Here's how we used AdWords to get him in front of the decision makers early enough.

How do you test a business idea?

You don’t want to invest time and money on a business idea unless you’re sure that it’ll get traction. Read on to learn how to use Google Ads to test an idea before committing to it.

How much is a Facebook like worth?

I've just run a quick calculation and can confidently say that a Facebook like is worth $0.007. Let me explain

Which are the specifically right targets for a small paper pallet company?

This question was asked on Quora. Saving my answer here.

How to turn leads into sales.

Two businesses in the same industry. One converts 5% of website leads into sales. The other converts 60%. Read on to find out why.

I can’t get to the decision maker.

"I‘ve got a great product but I can’t get to the decision maker." That’s a problem we smaller business owners face a lot. Can I tell you about how a former client of mine got the decision makers to come to her?

Is AdWords scaleable?

There are a finite number of people who want what you sell, can afford what you sell and are in an area you can reach. Some portion of those people will use Google. That number is the upper limit of AdWords scaleability.

Is AdWords worth it?

"Is Google AdWords really worth it? I have found that through tracking my CPC, I am not having that much success." was asked on Quora. My answer saved below.

Selling to strangers is different

Ask 100 small business owners how they find customers and 99 of us will say "word-of-mouth". What we won't tell you is that our word-of-mouth marketing is not well tuned engine that spits out a steady stream of great prospects. They arrive by luck or magic.

The cost of zero.

Every small business owner needs to understand the cost of zero before they next invest in marketing. It does not matter what medium it is: Google AdWords, Facebook, LinkedIn, magazines, radio, or anything else. The reason these campaigns fail so often is never as obvious as you might think.

Things you should never advertise on Google.

Making money advertising identical branded goods on Google is really hard.

Will Google Ads work?

Thinking about advertising on Google? There are thousands of people who've used Google Ads and never made a sale. You don't have to be one of them. Read on to learn how.

Zombie Hunting Wednesday 3pm. You in?

We’ve all got zombie leads. These are people we’ve quoted who haven't said yes. They haven’t said no either. Instead they’re ignoring us - our emails go unanswered and they’re always too busy to talk.