Turning cold leads into closed deals

By DCX. 

With the right support and smart systems, your sales pipeline doesn’t have to stall; DCX shows how to keep momentum and build trust at every step. 

In the high-stakes world of sales, missed follow-ups can cost more than just commission; they can cost credibility. For DCX, a company known for helping US SMBs grow with smarter sales strategies, that risk wasn’t acceptable. Instead of letting promising leads fade into silence, they doubled down on consistency, clarity and support. Here, Sarah Greenway, VP of sales at DCX  shares how to create a streamlined system that keeps leads warm, conversations moving and ghosting to a minimum. 

Why do leads stop responding? 

According to Sarah, there’s rarely only one reason. Many leads are still in the discovery phase – comparing vendors, reviewing costs or waiting for budget approval. In some cases, the person you’re speaking with isn’t even the decision-maker, just someone gathering information. 

The biggest factors Sarah sees? Timing, budget and shifting priorities. If the need isn’t urgent, it’s easy for a lead to go quiet until the project moves up their list. 

The role of timing and follow-up 

Timing and follow-up frequency play a huge role in keeping conversations alive. Consistent, thoughtful communication keeps you top of mind, even if a lead isn’t ready to move forward right away. 

The problem? Follow-up requires time and focus. Without steady touchpoints, leads can easily forget about you and move forward with someone else who stayed active in their inbox. 

“When you show you care enough to keep following up, you’re also showing what kind of partner you’ll be when they become a customer,” Sarah shares.   

The bandwidth problem 

This all sounds great, but here’s the challenge: most salespeople don’t have time for personalized follow-ups every week. 

Urgent deals and customer needs always come first. That means the quieter leads and new lead research often get pushed to the back burner. 

Where sales support team member changes the game 

This is where a Sales Support team member can make all the difference. Sarah explained how her Assistant, Noreen, now owns prospecting, research, scheduling and consistent follow-ups: 

• She reviews the lead list to ensure no one slips through the cracks. 
• She handles booking meetings and keeping notes updated. 
• She ensures leads receive timely responses, no matter how busy the week gets. 

The result? Potential customers get the same level of attention as existing clients. No waiting days for a reply. No gaps in communication. Instead - consistent, thoughtful check-ins to stay top of mind and show continued interest in a long-term partnership. 

Reducing ghosting and building trust 

So, does this kind of support actually reduce ghosting? According to Sarah...absolutely. 

With consistent touchpoints, prospects know you’re serious and reliable. When their timing, budget and approvals finally align, you’re already top of mind. 

Sarah goes on to explain, “We don’t have to sacrifice the client’s initial experience with us. Potential customers feel cared for from the very first interaction.”  

More bandwidth = Better results 

Sarah and Noreen's story proves it out. With sales support staff, sales leaders can focus on what they do best - building relationships and closing deals, instead of worrying about who they haven’t emailed in weeks. More bandwidth doesn’t just create consistency; it drives growth. 

For Sarah, her experience shows that investing in assistant support improves lead engagement, reduces ghosting and enhances the client experience from the very first touchpoint. 

Original article source: DCX