Re-engaging closed-lost leads with smart email campaigns

The problem

What was going wrong

Reps were quick to disqualify leads, and Closed Lost meant closed for good: no follow-up, no second chance.

Many of those people were not a "no". They were a "not now": not ready yet, hard to reach, or comparing options. Months later some of them were ready, and the facility had no way to be there when they were.

What we did

The fix

1. 1

   Find the disqualification reasons that are really "not now"

   We reviewed how reps were disqualifying leads, including the share each rep marked non-qualified, to spot outliers who might need retraining. Then we sorted the reasons. Some leads are not coming back. Others may re-enter the decision later, and those five became the re-engagement list:

   • Doesn’t want help at this time
   • Unable to reach
   • Wants meetings only
   • Went elsewhere
   • Won’t travel
   • Insurance related
   • Client is sober
   • Probation
   • Referred out
   • Wants IOP / sober living
   • Insufficient insurance benefits
   • Other

   Highlighted: the ones we acted on.

2. 2

   Enroll them automatically

   When a lead is marked Closed Lost with one of those five reasons, the CRM enrolls it in a scheduled email sequence. Nobody has to remember to do it.

3. 3

   Set it up once, then let it run

   The sequence runs in the background. Results are tracked in CRM reports, and the content is refreshed every few months to keep engagement up.