From ghosted to engaged: AI-powered sales follow-up

Sales leaders and owners expect their sales teams to achieve big results in 2026. What will sales teams need to do differently to succeed? It’s time for new sales approaches to engage prospects and lapsed customers.

Sales teams are facing increased challenges with prospect ghosting and more complex sales cycles. Buyers are overwhelmed with industry trends, new sustainability requirements and generic sales touchpoints. AI is not a threat to sales teams. It is a powerful tool that helps sales and marketing teams determine what is truly relevant to deliver personalized messages that engage prospects and customers.

In my last column, I stated how sales teams in competitive B2B environments must go beyond generic claims of quality and service to focus on creating genuine value that resonates with specific customer needs and priorities.

I suggested five strategic approaches to make your mix of services unique in buyers’ minds, enabling your sales messages to stand out in a crowded market.

Buyers of labels and packaging are managing changes on several fronts. They need to address the complexities of sustainability-driven product and packaging decisions that impact messaging and production options. Smart labels and connected packaging are increasingly used by brands to engage consumers. Brand owners are investing more in packaging as a differentiator. They are asking buyers to source distinctive label aesthetics, bold visuals and minimalist designs. Buyers will each have their specific priorities for sustainability goals, tech innovation and bold branding initiatives.

AI approaches to re-engage prospects

AI eliminates starting from a blank page to draft emails or message points for voice mails. Sales and marketing teams can use an approved generative AI large language model (LLM), such as ChatGPT, Gemini, Co-Pilot, etc., to brainstorm likely business issues specific prospects face, informed by industry trends and customer behaviors. For a lapsed customer known for innovation, ask AI to draft variable messages that tie smart label technologies to increased consumer engagement. For sustainability-oriented buyers, generate communications that frame eco-labels aligned with buyers’ goals. This approach will provide examples of credible use cases with source information.

Prompt techniques

Prompt AI with specific keywords (such as sustainable label compliance or smart packaging ROI) to generate issue-based content and messaging. Leverage the LLM to iterate and refine messaging. Here’s an example prompt. ‘I am a B2B sales strategist specializing in labels and packaging, (include your website), a former customer (include their website and their LinkedIn profile) in the (food/beverage/pharma/personal care) sector has not engaged in (X) months. State non-confidential relevant situational details about this customer’s need for new product launches, technology initiatives, etc.’

Based on current label and packaging trends, ask the LLM to list the top three to five business pressures this customer is likely facing. For each pressure point, suggest one question a salesperson could ask to reopen a conversation. This approach to prompting will yield ideas and content that are specific and relevant to customers’ business needs. Sales and marketing teams can then edit and refine the content to fit specific customer communications.

Content personalization at scale

Sales teams can dynamically tailor messages and subject lines that reflect buyer context.

AI can generate relevant personalized email sequences that reference a recently attended trade show/conference, their past engagement with specific types of jobs, or industry trends detailed above. Personalized content will result in higher open rates, booked meetings and fewer dead ends.

An example prompt: state that the salesperson needs a credible reason to re-engage without asking for a meeting outright. If appropriate, provide specific context from a recent industry event or a relevant news item. Ask the LLM to draft a professional follow-up email to a former customer (add their LinkedIn profile) explaining why reconnecting now may be timely, based on recent changes in the label and packaging market, recent industry events, or news. Specify to the LLM that the tone should be consultative, concise and non-salesy. End with an open-ended question rather than a meeting request. This prompt works because it opens dialogue about relevant topics rather than forcing a call.

Metrics that matter

To measure the success of these AI approaches, leaders will need to identify measurable KPIs that bridge sales performance with AI engagement. Consider current metrics for comparison to track:

• Improvement in response rates (measured by segment and message type).
• Reduction in time to re-engage lapsed accounts.
• Lift in appointment setting with targeted segments.

AI won’t replace the trust built by sales relationships. AI helps sales teams think better, not just write faster.

It enables sales teams to speak the buyer’s language, anticipate business issues and re-engage prospects with precision. It makes relevance scalable. Sales teams that leverage AI tools are well-positioned to reach their sales goals.