More on Lead Nurturing

June 10, 2008 · Filed Under Client Acquisition · Comment 

The definition of ‘nurture’ is to foster, help develop or grow. Lead nurturing is not about following up in a few months to see if a prospect is ready to buy. It is about developing long-term, trust-filled relationships. Provide your prospects with consistent, meaningful communication, regardless of their timing to buy.

Be sure your potential clients have answers to the following questions:

  • How will your service or product help them?
  • Why should they buy from you instead of a competitor?
  • Does your solution really work? Can you prove it?

What other questions might your prospects have? Take some time to find out. Once they have the answers they will be much more likely to buy from you when they’re ready.

Too often our emphasis is on lead generation. But, getting tons of leads does not necessarily mean getting tons of sales. When it comes to leads, more is not better unless you are prepared to nurture the people who raised their hand, asking for more information.

Start a lead nurturing program as soon as possible. It matters less what you do than the fact that you do it. As part of your program decide how often you will contact your potential clients and stick to it. Whether it’s once a week or once a month, they will become comfortable with hearing from you. And your reliability will be noticed. If you are reliable before the sale, they’ll know it’s more likely they can rely on you after the sale.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!

Georgann McCrosson