Dear SaaStr: How Do You Handle It When a Prospect Puts a Deal “On Hold”?
When a deal goes “temporarily on hold” in your CRM, it’s critical to treat it as a live opportunity, not a lost one. The key is to stay engaged without being overly pushy.
Here’s how I’d approach reviving and driving those deals forward:
1. Reassess the Reason for the Hold. It’s More Than Just a Deal for the Prospect.
First, figure out why the deal is on hold. Is it budget constraints, internal decision-making delays, or a shift in priorities? If you don’t already know, reach out to your champion at the company and ask directly. Understanding the root cause will shape your strategy. Just ask.
2. Add Value Without Selling. Too Many Don’t Do This.
Keep the relationship warm by sharing relevant updates or insights. For example:
- Invite them to a webinar or event that aligns with their interests or challenges.
- Share a case study or success story from a similar customer.
- Let them know about new features or product updates that could address their pain points.
3. Stay Top of Mind with Light Touchpoints — That Add Value
Drop them into a low-key drip campaign. This could include:
- Monthly emails with industry insights or product updates
- Sending them branded swag—something simple like a T-shirt or socks can keep your company in their mind. This doesn’t close a deal on its own. But it does help keep you top of mind. It really does.
4. Leverage Your CEO And Other Leadership
Offer a call with your CEO or a senior leader. Prospects often appreciate the chance to hear directly from the top, and it can reignite interest in the deal. And ask your CEO to check in on key prospects and see if they can help. Customers love to talk to the CEO once they are customers. Before? Sometimes they do, sometimes they don’t. But they already appreciate hearing from the “boss”.
5. Monitor for Trigger Events
Keep an eye on changes within the prospect’s organization. For example:
- If a key decision-maker leaves, reach out to the new person.
- If their competitor makes a move, use it as an opportunity to re-engage.
6. Be Patient but Persistent
Deals on hold often have longer sales cycles. Stay engaged, but don’t overwhelm them with constant follow-ups. A well-timed, thoughtful touchpoint every few weeks or months can make a big difference. If you don’t have a good reason to follow-up, don’t. Instead, slow it down and find a good reason.
7. Invite Them to Your Customer Conference and Any Other Dinners, Events, etc.
If you have a user or customer event, invite them. These events can be magical for reviving deals. Your existing customers might even help sell them on your solution.
8. Don’t Break Up. Enough With the Break-Ups. And No False Urgency.
Never tell them you’re “closing their file” or “moving on.” That sends the wrong message. Instead, let them know you’re there whenever they’re ready to move forward. Closing a deal today may help you make the quarter, but it may not be relevant to the business process change a customer has to work on.
The goal is to stay relevant and valuable without being annoying. Deals on hold are often just delayed, not dead. Play the long game, and you’ll win more of them back than you expect.
9. Put Yourself In Their Shoes
Once you’ve figured out the real root causes of the push, put yourself in the prospect’s shoes. Do what would help them the most.
