From Lost to Closed: How we recovered a $107,000 Equipment Sale

In B2B sales, a "no" doesn't always mean "never." At WebStrategies, we recently helped a client turn a lost deal into a significant win, resulting in a $107,000 equipment sale. Here's how we did it and how you can apply these strategies to your sales process.

The Challenge

Our client had a database of lost deals – opportunities that had slipped through their fingers months or even years ago. Many businesses would write these off as sunk costs, but we saw potential gold in this forgotten mine.

Our Approach

1. Data Mining

We started by diving into the client's HubSpot CRM, isolating all deals in the "closed-lost" stage, regardless of when they were lost.

2. Targeted Workflow Creation

We developed a comprehensive workflow targeting qualified leads who had previously shown interest in our client's equipment but didn't make a purchase.

3. Strategic Email Campaign

Our workflow included a series of eight educational emails spread out over several months. These weren't pushy sales pitches – instead, we focused on providing value through informative content.

4. Video Integration

We leveraged the client's existing video content, embedding these educational videos in emails and on the website. This multi-media approach helped showcase the equipment's benefits more effectively.

5. Adaptive Communication

Our workflow was designed to respond to recipient behavior. If a lead opened an email or clicked a link, we'd follow up with tailored content. We'd resend the original email or try a different approach if they didn't engage.

The Results

After six months of consistent, value-driven communication, we saw impressive results:

• 24% email open rate
• 22% click-through rate
• One $107,000 equipment sale

Key Takeaways

1. Don't Write Off Lost Deals: Your CRM is a goldmine of opportunities. Regularly revisit and nurture your "closed-lost" deals.
2. Education Over Sales: Focus on providing value and educating your prospects rather than pushing for an immediate sale.
3. Leverage Multi-Media Content: Use videos, infographics, and other engaging formats to showcase your product's benefits.
4. Be Patient and Persistent: Nurturing campaigns can take months to bear fruit. Stay consistent and keep providing value.
5. Adapt Based on Engagement: Use marketing automation to tailor your follow-ups based on how leads interact with your content.

Implementing these strategies can turn seemingly lost opportunities into significant wins. Remember, in B2B sales, the journey doesn't end at "no" — it's often just the beginning of a more extended conversation.

Want to learn how we can help you recover lost opportunities and boost your sales? Contact WebStrategies today for a consultation.