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In April, a potential client told us they were going with someone else. They were looking for a Google Ads agency to manage their lead gen campaigns… we went through the sales process, and ultimately they decided to hire another agency that specialized 100% in their industry, instead of us. Fair enough. Most salespeople would mark that opportunity as Closed Lost in their CRM and move on.

But I did something different, I moved them to a column I have in our CRM called “Looping”. What I do with those prospects? Well… about a month later, in mid-May, I sent them a case study. No “Are you happy with your agency?” No “Want to reconsider working with us?” No “Just circling back on this…”

I literally just sent them something along the lines of: “Hey guys, hope you’re well. Just wanted to share a recent win with you. This client was struggling with XYZ, here’s what we changed, here were the results, and here’s how quickly we got them.” That was it.

They didn’t respond. So in mid-June, I sent them another case study in a completely new thread. No response. Mid-July, I sent a third one. No response again. Then last week, in mid-August, I sent them my fourth case study.

This time they responded within 30 minutes. Basically: “Hey, the people we chose to work with over you sucked. We’ve been reading all of your case studies even though we haven’t responded. Can we get on the phone ASAP? Remind us again what your cost was. We need someone to come in and fix this because they made our ROAS worse.”

LOL.

1️⃣ Just because a prospect isn't responding doesn't mean they aren't paying attention.

2️⃣ This week’s actual Growth Hack: Stop “following up” and start sending proof.

Think about the normal sales follow-up: “Hey! Just checking in.” “Wanted to bump this to the top of your inbox.” “Any thoughts?” “Wanted to see how things were going!” Every one of those emails is basically asking the prospect to do something for you. Respond to me. Give me an update. Book another call with me.

Think of traditional follow-ups like repeatedly knocking on someone’s front door asking, “Are you ready to buy yet?” Eventually, they’re going to stop answering the door. Instead, I spent four months quietly leaving something valuable on their doorstep: proof!

Every month I gave them another reason to believe we knew what we were doing without asking them for anything in return. Eventually their situation changed, and guess who was sitting at the top of their inbox with four months’ worth of evidence that we could solve their problem?

Me.

Step 1: Go through your CRM and find qualified prospects you lost in the last 3-6 months. Not people who were never interested. I’m talking about legitimate opportunities that chose a competitor, decided to do it internally, said the timing wasn’t right, etc.

Step 2: Figure out what problem they were trying to solve. For this prospect, it was lead gen. So I wasn't sending them random company updates about how awesome we were. I specifically sent wins related to lead gen.

Step 3: Once a month, send them your most relevant recent case study or client win. Keep it incredibly simple: Problem → What We Did → Result → Timeframe. “We started working with a company struggling with X. We changed Y. They got Z result within 60 days.” The more closely the case study resembles the prospect's business/problem, the better.

Step 4: ASK FOR NOTHING. This is probably the most important part. Don’t ruin a useful email with: “Would love to jump on a call and discuss how we could do this for you!” They already know you want their business. You already had the sales call. The point is to stay in their orbit without becoming annoying.

Step 5: Keep doing it. One email probably won’t do anything. Mine took four months. But think about the asymmetric upside here. It takes me maybe five minutes once a month to send one of these emails. If I send 20 lost prospects one relevant case study every month, that might take me an hour. If ONE comes back and turns into a five-figure client, that's a pretty ridiculous return on an hour of work.

In theory, you could automate this with Claude Cowork, but I purposefully didn’t. Every month, I made a note to take our most recent case study or client win that was related to their industry and their problem, lead gen, and show it to them. Because relevancy matters more than automation here.

This is what it takes to close more clients. A lost deal shouldn't necessarily be a graveyard. “Closed Lost” in your CRM can just mean “Not Yet.” The competitor they hire will likely suck. Their internal solution might fail. Their budget might come back. Their priorities might change. The person blocking the deal might leave. You don't know.

So stay around. But don't stay around by constantly asking: “Ready to hire me now?” Stay around by continually showing: “Here’s more proof that when you are ready, I can solve this.”

That’s this week’s Growth Hack: Follow up with your “closed lost” leads with relevant wins, not pressure. Great growth marketers know that sometimes the best sales follow-up doesn’t feel like a sales follow-up at all.

Go find 10 Closed Lost opportunities in your CRM this week and send each of them one relevant case study. Then make a reminder to do it again next month.

See you next week,
MarketingMax

P.S 🎯 Need More Qualified Leads yourself? My team builds lead generation systems that consistently attract people looking for your exact solution, qualifying them before they reach your calendar, and turning more of your marketing budget into revenue. 👉🏼 Apply To Work With My Lead Gen Team HERE!

That’s it for this week!​

Thanks for being a part of my journey :)

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