When defining your sales process the emphasis is put on the steps a sales rep should go through to move a cold prospect to a warm lead, to a customer. What is sometimes forgotten is the steps to take if the process isn't quite linear. What steps should a sales rep take if a prospect isn't engaging with initial outreach?

As Helen Morgan, CEO of SalesFolk points out; if a prospect doesn't engage with your initial communication there is a 21% chance that they'll engage with the second. So if a prospect doesn't move smoothly from prospecting to qualification to demonstration, it's important to not waste the effort already put into securing the lead.