Revitalizing Dead Leads
Summary
Estimated Student Level: B2-C1
This lesson discusses a new business service focused on revitalizing “dead leads” – potential customers that companies have stopped pursuing. The speaker explains how every company has a database of cold or inactive leads that they no longer contact after initial attempts fail. These leads typically receive follow-up calls for a week or two, but after multiple unsuccessful attempts (sometimes 3-5 calls), salespeople give up on them.
The proposed service works by taking these abandoned leads and re-engaging them through SMS messages. The company takes no payment upfront, making it risk-free for clients. They send cleverly worded text messages to elicit responses from these inactive leads. While many won’t respond, a small percentage typically will. When leads respond and book appointments with salespeople, the service charges a commission – specifically requesting 50% of the profit (not revenue) generated from any successful sales.
The business model includes providing a demonstration of the system via Zoom call, showing potential clients exactly how the reactivation process works. The service provider covers all SMS costs upfront, taking on the financial risk themselves. This creates a win-win situation where companies can potentially recover value from their dead leads without any initial investment.
New Vocabulary
| English Term | German Translation |
|---|---|
| revitalizing | wiederbeleben, reaktivieren |
| dead leads | inaktive Kundenkontakte |
| cold leads | kalte Kontakte |
| database | Datenbank |
| scrambling for | sich bemühen um, kämpfen um |
| elicit a response | eine Antwort hervorrufen |
| commission | Provision |
| revenue | Umsatz, Einnahmen |
| profit | Gewinn |
| up front | im Voraus |
Grammar Points
Present Perfect Continuous – “have got”
The speaker uses “have got” (e.g., “The new thing we’ve got up on the website”) which is a common British English construction equivalent to “have” in American English. This form emphasizes current possession or state. In formal writing, “have” alone would be preferred, but in spoken English, especially British English, “have got” is very common.
The present perfect “have got” shows something that was acquired in the past but is still relevant now. It’s different from simple present “have” because it emphasizes the completion of getting something.
Example: “Every company has got a database” (British) = “Every company has a database” (American). Both mean the company currently possesses a database.
Modal Verbs for Possibility – “might” and “will”
The text uses various modal verbs to express different levels of certainty. “Might” expresses possibility (“they might phone the number”), while “will” expresses certainty or strong probability (“there will always be a small percentage”).
These modals help speakers express how likely they think something is. “Might” suggests maybe 30-50% chance, while “will” suggests near certainty. In business contexts, using the right modal verb helps communicate realistic expectations.
Example: “The salespeople might even phone” (it’s possible they call) versus “a large percentage of those leads will not respond” (it’s almost certain they won’t respond).
Conditional Structures – “if” clauses
The speaker uses first conditional structures to discuss real possibilities: “if we phrase it cleverly” and “if we do [reactivate them], then we get paid.” This structure (if + present simple, will/modal + base verb) is used for realistic future situations.
First conditionals are essential in business English for discussing cause-and-effect relationships and potential outcomes. They help explain business processes and contingency plans clearly.
Example: “If we phrase it cleverly, there will always be a small percentage of leads that will respond.” This shows a realistic expectation based on a specific action.
