When to use: Prospect said "not yet" / "circle back" / "in a migration" / "need to run by ownership" — OR has gone silent. The deal is alive — it needs warmth, not pressure. Always lead with something useful, never a check-in.
📅 Rule: 1 touch per week, minimum. No exceptions. Log every touch in HubSpot.
| What's happening on the deal | Use this play | Jump to |
|---|---|---|
| Prospect went silent — no reply (most common) | 🥇 Gone-quiet kit drop | ↓ Play 1 |
| Prospect said "we're evaluating other options" | Mike Z (peer proof) | ↓ Play 2 |
| Prospect said "in a migration / system change" | 360 Blue (de-risk the chaos) | ↓ Play 3 |
| Prospect said "circle back in a few weeks" | iTrip Houston ("cheapest employee") | ↓ Play 4 |
| Prospect said "need to run by ownership" | Harris Vacations ($410K proof) | ↓ Play 5 |
| Prospect said "we don't want to go live around peak" | Sign up now — brand ready post peak | ↓ Play 6 |
| Prospect said "we want to roll across multiple locations" | Multi-location pilot site pivot | ↓ Play 7 |
| Prospect said "we can't roll the whole portfolio yet" | Pilot # of homes (team buy-in first) | ↓ Play 7b |
| Prospect booked a future call (June/July for Aug/Sept launch) | 3-touch nurture sequence | ↓ Play 8 |
Rules of engagement: Don't ask a question on a stay-warm touch. Drop the asset. Let them click. The follow-up email IS the message — no "did you get a chance to look at this?" three days later. That's a check-in, not a play.
When: Prospect has gone silent (no reply, last engagement 8+ days). Even if you've sent something before — just send a market-matched kit. No ask.
Send by market:
📋 Copy-paste:
Hey [Name] — was just building out a setup for a client in [similar market] and thought of you. Have you seen the [beach/sun] kit? It's basically what we'd start your properties with — pre-built for your market. [link]
Nothing needed on your end, just figured it's more concrete than a spec sheet.
Why it works: Tangible. Market-specific. Shows we've already figured out their exact setup. They feel smart. They feel FOMO. No ask = no pressure.
When: Prospect said "we're evaluating other options" or "doing our homework."