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Your MORGUE & Cleaning Up Lost POCs & Inactive Clients for ROI!

Another great place to mine for business opportunities and sometimes missed ‘long hanging fruit’ as they say, is in your own backyard. In every organization and CRM, I have learned are valuable sales just waiting to be made, but everyone has either discounted, dismissed or in some cases not even realized what gold mine selling opportunities are already sitting dormant within your organization and past sales colleagues’ files. I call this the morgue.

When I was just entering my professional selling career, I worked in an organization that had a room off the lobby that the door always remained closed, inside were a row of beautiful filing cabinets with hard copies of fodders, from A-Z. One day I asked the owner what that room was, and he jokingly referred to it as the “morgue”. So, I smiled back and asked him what he meant and he said, “that is the room of files of inactive and past clients that we no longer do business with.”

So, my marketing mental wheels started churning, I recognized that while I personally probably knew none of those contacts, they did not know me either. The analytics to consider when performing this post-mortem analysis of these accounts in your morgue are:

  • If they left for personality fallout issues with a previous professional colleague within this organization, I am not them. And if we have a legitimate solution that could help them, I am a new name and face, then I owed it to them to at least make them aware of this …
  • If they left for legitimate product deliverable reasons, based on any evidence I can glean from the account files (this can be done as easily through a review of any on-line electronic files and notes as well), and if we have a legitimate solution that could help them, then I owed it to them to at least make them aware of this …
  • If they left do to financial reasons, then maybe those can be re-discussed and perhaps any issues on their end before are now resolved, and if we have a legitimate solution that could help them, then I owed it to them to at least make them aware of this …
  • If they left do to timing reason’s, then maybe those can be re-discussed and perhaps any issues on their end before are now resolved, and if we have a legitimate solution that could help them, then I owed it to them to at least make them aware of this …
  • If they did not become a client because our organization or my predecessor dropped the ball at our end, then maybe those can be re-discussed and perhaps any issues on their end before are now resolved, and if we have a legitimate solution that could help them, then I owed it to them to at least make them aware of this …
  • If they did not become a client because they decided to go with my competition, then maybe a courtesy check-in with them may reveal that their needs are in fact not being met and we may be a viable option for them to transition to now or in the near future. those can be re-discussed and perhaps any issues on their end before are now resolved, and if we have a legitimate solution that could help them, then I owed it to them to at least make them aware of this …
  • If they did not become a client because they decided to do nothing at the time, then maybe a courtesy check-in with them may reveal that their needs are now different and my deliverables may be exactly what they need today. And, if we have a legitimate solution that could help them, then I owed it to them to at least make them aware of this …

In every organization there is a morgue, whether on-line or in file cabinets. And with every past selling or recruiting professional to an organization there are accounts and leads sitting in your morgue and everyone believes these are dead. This can be your gold mine and others missed selling opportunities. The valuable lost leads, inactive clients and dead proposals/contracts/bids/applications that can be or may be able to be resurrected could be your next sales win.

The massive amount of lost energy and expenses associated with getting a selling professional up-to-speed and then having them leave, is staggering. Along with this is the possible number of warm and hot leads that selling professional might have been working at the time they left, and in most organizations, there is no effective way of capturing that data and following up with these contacts. Make it a side-bar endeavor to reflect on who was calling on your market before you and before them, there may be great leads sitting dormant in what others view as your morgue.

Add these contacts into your awareness campaigns, invite them to appropriate on-line and live events. Consider your touch-points to active clients/members to your organization, and how you would be courting a great prospect today, and consider enrolling these new contacts accordingly as well.

And, through this reconnection campaign, you may be rebuilding goodwill, uncovering new selling opportunities, reactivating lost COIs and accelerating your market dominance.




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