You Don't Have to Hard Sell - Lead Nurturing That Works By Nicole M. Bandes
Lead Nurturing. It sounds like one of those crazy new "fashion" words for the sales industry. Lead nurturing, though, isn't a new concept. It has been around for many years. However, it may be one of the greatest undiscovered tools in a sales person's toolkit. What is lead nurturing? Lead nurturing is the process of keeping open lines of communication with a potential prospect regardless of their point in the buying process. It isn't sounding like the child in the back seat on a long trip only rather than, "are we there yet?" saying, "are you ready to buy yet?" Lead nurturing requires building a strong solid relationship so that when the time to buy comes, you are the natural choice. Why is it necessary? Unless you are the world's greatest closer, most leads take time to turn into prospects and prospects take time to turn into sales. You can have a large database of leads but, unless you are actively in contact with those leads, they will never convert. However, in the process of a lead converting into a sale, the lead is considering several things. 1. How will I benefit from this product/service?
2. Can I find a way to get the same benefits without this product/service? 3. 4. Can Can I I be assured afford of the these benefits?
product/service?
5. Is there another person/company that would be better? Making a buying decision isn't easy and, as sales people, it is important to respect that. Therefore, creating a lead nurturing plan can help you to be in the right position at the right time to close the sale. What does it look like? Once you have obtained your lead, either through a lead program, a referral, a meeting or some other way, you will conduct your initial sales process if appropriate. However, sometimes you should skip the initial process and go directly to the program if the lead is not already warm.
A good lead nurturing program will include follow up using the telephone, email, greeting cards, newsletters, face-to-face meetings and other points of contact. The actual timing will depend on what phase the lead is in at the time as well as the response received from the lead, however, here is a good starting point. Example Lead Nurturing Program Day Day 1: Send 10: out Call a "nice to to meet you" card after if initial contact
meet
one-on-one
appropriate
Day 28: Send an e-newsletter and give them a call to let them know it's coming Day 42: Send a card with a recent success story from an existing customer Day 60: Call from sales person personally invites to seminar or networking meeting Day 80: Email a link to a great article you found related to their business or yours Day 100: Send relevant holiday card and consider including a small gift Day 120: Call to touch base and learn what you can do for them Day 140: Email a testimonial related to their situation When the time is right, the lead will contact you when they are ready to get started. You have shown you are a person they can comfortably do business with and have made their choice easier. With a good lead nurturing program you don't have to learn hard sell techniques. Just be genuine and the sales will come when the time is right.