Prospect Goes Cold — TouchPoint Pro

❄️ Prospect Goes Cold Rules Why Follow Up Week 1 Weeks 2-3 Month 2 Long Game

Playbook · Advisor Sales OS

What to Do When a
Prospect Goes Cold

21 touchpoints. 4 channels. 75 days. A follow-up sequence to re-engage leads and move them toward a booked call — without sounding pushy.

How to Use This Playbook

Read once, skip forever

Find your day. Use the calendar below or the "Jump to Day" sidebar (appears once you start scrolling) to land on the day you're working. If today is Day 23 since the prospect went cold, click 23.

Follow the colors. Each touchpoint is color-coded by phase — green for Week 1, cyan for Weeks 2-3, orange for Month 2, purple for the Long Game. The colors on the calendar, sidebar, and phase headers all match.

Copy the bubble, not the tip. Each action card has a raised message bubble — that's what you send. Click Copy to grab only the script. The text around the bubble is coaching, not part of the message.

Channel on the left, label on top. The vertical bar on the left of each card tells you the channel (EMAIL, SMS, PHONE, LINKEDIN). The label at the top tells you which one in the sequence (Email #3, SMS #5, etc.).

Stop only when they say yes, no, or go dark. "Maybe" and "not right now" aren't reasons to stop — they're reasons to keep going. Full rules on the right.

📊 Read this before you quit

If you've ever said "they didn't answer, it's a bad lead" —

You might be the problem. Not the lead.

of sales close on the first contact

80%

of sales require 5+ follow-ups

95%

of converted leads reached by the 6th call attempt

Meanwhile…

44% of reps quit after 1 attempt. 92% quit by the 4th. Which means every follow-up past the 4th puts you in the top 8% of your industry — by doing nothing more than not giving up.

More data that should change how you think about follow-up:

→

60% of customers say "no" four times before saying yes. Your 5th attempt isn't annoying — it's when they were actually ready to talk.

→

63% of prospects who request information don't purchase for 3+ months. Someone who downloaded your book isn't "not interested" — they're on their own timeline, not yours.

→

Reps who check in every 21-30 days see 47% higher conversion rates. This playbook's Month 2 and Long Game phases aren't "optional extras" — they're where the money is.

→

It takes 8 call attempts on average to reach a prospect. If you called twice and gave up, statistically you quit before you ever had a real chance.

→

Structured multi-touch cadences convert 78% better than ad-hoc follow-up. This playbook IS that structure. Just run it.

→

Only 8% of reps follow up 5+ times. 80% of sales go to that 8%. Do the math.

The bad leads aren't bad.
They're just waiting for the advisor who doesn't quit.

Sources: HubSpot · ZoomInfo · Close · Marketing Donut · InsideSales.com · RAIN Group · Gong

The 75-Day Overview

Click any highlighted day to jump to its scripts.

Week 1 Weeks 2-3 Month 2 Long Game

The Rules

When to start: No response for 48+ hours after your last message, no-showed + ghosted, or disappeared after initial contact. Move them to Manual Follow Up and start Day 1.

When to stop:

✅ YES — they responded

❌ NO — they explicitly said stop

💀 DEAD — unreachable

"Maybe" and "not right now" are not reasons to stop. Keep going.

If they respond: Stop the cadence. Use the exit ramp scripts at the end of whatever phase you're in. Goal: get them on a call or lock a micro-commitment.

CRM after every touch: Complete task → add note → create next task.

📚 Scripts are written for the book campaign. Different offer? Swap [the book] for yours.

Day

1 3 4 7 10 12 15 18 21 23 25 28 31 32 35 40 45 50 60 75

Phase 1The First Week

High intensity — hit every channel. This is where the easy wins happen. But most reps who are going to quit, quit here.

⚡ 2% of sales close on first contact. Keep going.

Day 1

EmailSMSPhoneLinkedIn

Intro Email

Subject: hey [Name]

Hi [Name]

You recently filled out my form for a copy of [Book Title] and how it can help you [desired result — e.g. "plan for a tax-free retirement"].

Just took a peek at your LinkedIn profile and [insert observation — something specific about their background, career, location, or a mutual connection. This can't be generic.]

We need to meet!

I have time [weekday #1] or [weekday #2] pretty much all day. When works for you?

-[Your First Name]

The LinkedIn observation is what separates this from spam. Spend 30 seconds on their profile. Mention something real.

SMS #1

Hey is this [Name]? Just saw your request for the book…

If they respond: "Yeah I just saw your request for info on how [Book Title] can help with [topic] — is that still the case?"If they confirm: "Awesome — are you going to be around any time this week to chat?"

Phone Call + Voicemail #1

Hey [Name] — it's [Your Full Name] from LinkedIn. I'm calling because it looks like you filled out a form for a copy of [Book Title] that helps people [desired result]. I just wanted to make sure I've got the right shipping address, and also — a lot of people have been asking for the ebook or audio version, so give me a call back and let me know which you'd prefer!

Alternative closer (more casual): "...I'll be around for a bit today, so if you don't get me, just leave a message — actually, you know what, feel free to text my number back and I'll respond with more times I'm free. Talk to you then."

LinkedIn — Connection Request or Message #1

Hey [Name] just saw your request for the book…!

If not connected yet, send a connection request: "Hi [Name], can we connect? -[Your Name]"

Same response flow as SMS: if they respond → "Is [topic] still the case?" → "Awesome, free this week to chat?"

Day 3

EmailSMS

Reply to Intro Email

Subject: re: hey [Name]

Any thoughts?

Reply to your Day 1 email — keeps the thread alive in their inbox.

SMS #2

Hey [Name] — I sent you an email about [Book Title]. Are you going to be around this week for a bit?

Day 4

EmailSMSLinkedIn

Reply to Intro Email (again)

Subject: re: re: hey [Name]

Hi [Name]

Making sure my last note made it to your inbox. I know things can get lost in the shuffle and I wanted to get back on your radar.

When can I get a few minutes on your calendar to talk?

Thanks,
-[Your First Name]

SMS #3

Just bumping this up — any questions on what [Book Title] can do for ya? I know learning about this stuff can kinda be like drinking water through a firehose with all the info haha.

For what it's worth, a lot of people find it really helpful during market conditions like this.

Got 10 minutes to jam any time this week?

LinkedIn Message #2

Just sent ya a text :)

Day 7

EmailLinkedIn

New Email #1 (new thread)

Subject: did you get my voicemail?

Learning about [topic from the book — e.g. tax-free retirement strategies] is usually pretty interesting to folks in your position.

My client [Client Name] was telling me "[brief quote about results]" about [the strategies in the book].

I'm willing to bet I can help you get similar results…

How does your calendar look on [weekday #1] or [weekday #2] — are you going to be around at all?

LinkedIn Message #3

Hey [Name] — got 10 minutes to jam any time this week?

🚪 If They Respond During Phase 1

Stop the cadence. They're back. Your only goal now: get them on a call or get a micro-commitment.

"Hey glad to hear from you! Is [topic] still something you're thinking about?"

Interest question first. Based on their answer → book the call directly, send a calendar link ("just shoot me a text when you're done booking — we're testing new tech"), or set a micro-commitment ("I'll text you tomorrow at [time]").

Phase 2Weeks 2-3

Moderate intensity — varied angles, phone calls come back. You're building persistence without being annoying. Different channels on different days so they see your name everywhere without feeling hammered on one.

⚡ 44% of reps quit after 1 attempt. By being here, you've already beaten them.

Day 10

SMSPhone

SMS #4

Still with me [Name]?

Short and direct. By Day 10 they've heard from you 8+ times. This just says "I noticed you're quiet."

Phone Call

Call — no voicemail this time. If they answer, use the opening from the Call is Scheduled playbook. If no answer, hang up and let the text do the work today.

Day 12

EmailSMSLinkedIn

Reply to New Email #1

Subject: re: did you get my voicemail?

Hi [Name]

Just bumping this up :)

SMS #5

Hey [Name] how's the research coming along? Most of my clients have worry-free retirements because of the strategies in this book.

Any chance you're going to be around on [weekday] or [weekday] this week?

LinkedIn Message #4 — GIF

Send a lighthearted "are you there?" or "hello?" GIF.

🎯 GIF rule: Pick one that feels playful, not passive-aggressive. Ask yourself: "How would I feel if I received this?" If the answer is "annoyed" — pick a different one. Think Jim from The Office waving, not someone tapping their watch impatiently.

Day 15

Phone

Phone Call

Call — no voicemail. If they answer, great. If not, move on. You're staying present without leaving a paper trail every time.

Day 18

EmailSMSLinkedIn

Reply to New Email #1 (again)

Subject: re: re: did you get my voicemail?

Hi [Name]

Just wanted to be absolutely sure I have the correct contact. If I've missed something, I apologize.

SMS #6

Hey [Name] — saw something about [topic area] recently and it reminded me of you. Still interested in chatting?

Gives them a reason you're texting beyond "you didn't reply." Feels like a real person who thought of them.

LinkedIn Message #5

Everything ok [Name]?

Day 21

SMSPhoneLinkedIn

SMS #7

Did I lose ya [Name]?

Phone Call + Voicemail #2

Hey [Name] it's [Your First Name] from LinkedIn — I want to get your opinion on something. Call me back when you can, okay?

Curiosity hook. "I want your opinion" makes them feel valued, not pursued. Short enough that they might actually call back.

LinkedIn Message #6

Just bumping this up :)

🚪 If They Respond During Phase 2

Same as Phase 1 — stop the cadence, re-engage with an interest question, get them on a call or lock in a micro-commitment. By now they know who you are. They don't need a reintroduction — they need a reason to act.

"Hey [Name]! Good to hear from you. So is [topic] still something you want to figure out? Because I've been thinking about what you mentioned and I think it's worth a conversation."

Phase 3Month 2

Lower frequency, more emotional honesty. You're not pretending everything is normal — you're acknowledging the silence directly. This is where "where do we go from here?" energy lives. Some of the strongest responses come from this phase because honesty is disarming.

⚡ 80% of sales require 5+ follow-ups. You're exactly where the winners live.

Day 23

EmailLinkedIn

New Email #2 (new thread)

Subject: 🙁

[Name]

I've been trying to connect for a few weeks now and I'm not sure if the timing is off or if I'm missing something.

I've researched you, I've called, I've left messages, voicemails… everything in my power.

I KNOW [Book Title / the strategies in the book] can be a game changer…

Can we at least chat so you can see why I'm being so persistent?

This is the emotional honesty pivot. You're not mad — you're genuinely confused. This email gets replies because it's vulnerable and real.

LinkedIn Message #7 — GIF

Send a "ghost" GIF — lighthearted, self-aware.

You're acknowledging the situation with humor. Not guilt-tripping — just saying "I see what's happening here" in a funny way.

Day 25

SMS

SMS #8

Hi [Name] I've been trying to reach you for a while now…..

Where do we go from here?

Direct. Honest. Puts the ball in their court. "Where do we go from here?" is a powerful question because it forces a decision without demanding one.

Day 28

EmailSMSLinkedIn

Reply to New Email #2

Subject: re: 🙁

Not a good time?

SMS #9

Hey [Name] change your mind?

LinkedIn Message #8

Hi [Name] I've been trying to reach you for a while now….. Where do we go from here?

Day 31

Phone

Phone Call

Call — no voicemail. If they answer, lead with: "Hey [Name], it's [Your Name] — I know I've been persistent but I genuinely think I can help. Do you have 2 minutes?" If no answer, move on.

Day 32

Reply to New Email #2 (again)

Subject: re: re: 🙁

Just wanted to make sure my email didn't get lost in the shuffle.

Are you going to be around any time this week to chat for a bit?

Day 35

SMSLinkedIn

SMS #10

Hey [Name] just wanting to see if [topic] is still a priority for you — can you let me know?

LinkedIn Message #9 — GIF

Send a "waiting" GIF — someone sitting patiently, drumming fingers, etc.

Same GIF rule: playful, not passive-aggressive. Think "patiently waiting" not "impatiently tapping foot."

Day 40

PhoneLinkedIn

Phone Call + Voicemail #3

Hi [Name] — it's [Your First Name] from LinkedIn. I've got a form in front of me that you filled out a while ago for more info on [Book Title] — just want to make sure this is still a priority for you! I'll shoot you a message on LinkedIn and see where you're at. Hope the week's going well!

LinkedIn Message #10

Hey [Name] just wanting to see if [topic] is still a priority for you — can you let me know?

🚪 If They Respond During Phase 3

They've been silent for a month and now they're back. Don't act surprised or guilt them. Act like it's the most normal thing in the world — because for busy people, it is.

"Hey [Name]! No worries on the timing — life gets busy. Is [topic] still something you want to dig into? I think it's worth a quick conversation."

Phase 4The Long Game

Graceful persistence. You're not desperate — you're consistent. The touches are lighter, further apart, and end with a clean exit that leaves the door open. By now, if they respond, it's because the timing finally aligned — not because you pressured them.

⚡ 63% of prospects don't buy for 3+ months. They're not gone. They're waiting.

Day 45

EmailSMS

New Email #3 (new thread)

Subject: is [their phone number] the best number for you?

Hey [Name]

I'm trying to figure out the reasons I haven't been able to get a hold of you.

When people fill out my form for [Book Title] that helps with [desired result], they're usually pretty interested in talking to me, so I'm just trying to figure out where I went wrong.

I'm sure you've been in a similar situation where you've done everything possible and still can't get the attention of a high priority prospect.

For my own peace of mind and growth — can I ask what the reason is for not responding?

It would genuinely help me out a lot :)

Thanks,
-[Your Name]

This one works because you're making it about YOU, not them. You're asking for help, not demanding attention. People respond to vulnerability.

SMS #11

Hope you're having a great day [Name]!

That's it. No ask. No agenda. Like bumping into someone at the grocery store. If they respond, great. If not, you're just a person being kind.

Day 50

EmailSMSPhoneLinkedIn

New Email #4 (new thread) — The Graceful Exit

Subject: should I kick rocks?

[Name] I've tried reaching out in every way I know…

It seems like this isn't a priority for you anymore. No worries — I know life can get in the way!

When you're ready to see how [Book Title] can help you [desired result] — just shoot me a message alright?

Hope you're having a great week!

-[Your First Name]

"Should I kick rocks?" as a subject line gets a high open rate because it's unexpected and human. The email itself is graceful — no guilt, just "I'm here when you're ready."

SMS #12

[Name] it looks like [topic] isn't a priority for you anymore — no big deal, I know life can get in the way sometimes! When you're ready to see how [Book Title] can help you [desired result], shoot me a message, okay?

Phone Call + Voicemail #4 — Final VM

Hey [Name] it's [Your First Name] — I've tried getting a hold of you for a while now. I understand life gets in the way too, no big deal. But when you're ready to see how [Book Title] can help you [desired result], just shoot me a message alright? Hope the day is going well for you!

LinkedIn Message #11 — GIF

Send a "sad" or "disappointed but understanding" GIF.

Think: puppy dog eyes, cartoon character waving goodbye, someone sitting in the rain. Self-deprecating humor. NOT actually sad or guilt-inducing. You're laughing at the situation, not at them.

Day 60

LinkedIn Message #12

Day 75

SMSLinkedIn

SMS #13 — Final Text

How's it going [Name]?

The last touch. Light. No pressure. Just presence. If they respond, welcome them back. If not — you did everything you could.

LinkedIn Message #13 — Final Message

How's it going [Name]?

🚪 If They Respond During Phase 4

They've been cold for 45-75 days and came back. Treat it like a gift. No "finally!" No "where have you been?" Just warmth and a clear next step.

"Hey [Name]! Great to hear from you. Is [topic] something you're ready to dig into? I've got some time [this week / next week] — want to jump on a quick call?"

🏁

After Day 75

You've completed 21 touchpoints across 4 channels over 75 days. If they haven't responded, they're not ready — and that's okay.

Move the opportunity to Closed — No Response. Don't delete the contact. They're still in your pipeline, they still see your LinkedIn posts, and they still have the book. People come back months later.

You did the work. Most advisors quit after 2-3 attempts. You did 21. That's the difference between hoping for business and building a pipeline.

What to Do When aProspect Goes Cold

What to Do When a
Prospect Goes Cold