How to Nurture Your Prospects
Review the title of this article again. We are discussing the process of nurturing prospects, not simply making a sale. If we nurture properly, the sale will eventually come. Lead generation and prospect nurturing are about consistency and relationship building. In “The 4 Secrets of Effective Prospect Nurturing,” author Mari Anne Vanella explains, “…the relationship with your prospects won’t become reciprocal until they see the value and visualize the benefit.”
Prospects make an initial inquiry to your website most likely because they are conducting their own research to see if your company can provide the goods/services they need. They are probably also reviewing your competitors to gather the same information. Buyers speak to their peers, read online reviews, and price shop all over the Internet before making a purchase.
Follow-up is critical to prospect nurturing. After an inquiry is made, it is essential that your potential client receives personal communication from you, otherwise too much time passes and the initial intent will be lost. Pick up the phone and let them know you are calling to speak with them in regards to their recent inquiry to see how you may be able to further assist with their needs. Ask questions instead of spilling all of the many benefits your product/service offers. Keep it all about them and THEIR needs/pain points to see if there truly is a fit to work together.
Now, getting a prospect on the phone is easier said than done, but don’t give up! Many sales people interpret a lack of response as no interest or a lost sale. Not only are they very busy, but buyers also prefer to engage in direct conversation when they are getting closer to making a purchase. The person that has consistently followed-up will stay top of mind. This does not mean that you should call them every single day until you reach them. Follow the 2-2-2 principle: after the inquiry is received make a call that same day, then follow up 2 days, 2 weeks, and every 2 months afterwards. Keep in mind, while they may have made an inquiry, their purchasing plans could be months away.
Follow-up with purpose. Spamming them and/or sending them generic messages – such as newsletters, e-blasts, or any communication that’s not personalized – will drive them away. A prospect wants to know how you will solve their needs, not the general public’s. Consistently communicate value. And please, don’t call to just “check in” or “touch base” – this is simply a waste of yours and your prospect’s valuable time. Instead, remind them of past conversations where they mentioned a “pain point” and talk about your ability to solve that pain.
Provide value by educating your prospects with each contact. These should be compelling points that speak to them directly. Be mindful of their time and keep your communication brief. Communicate your value quickly via email, phone call or an in-person meeting. By educating your prospect you’re positioning yourself as an industry expert and someone who truly cares about solving their needs. This is relationship building at its best!
Consistency will build personal relationships, and those relationships rule the prospect nurturing process. Keep on reaching out with personal communication, providing value through education. When they are ready to pull the trigger on a sale, the sales person that built the relationship will be the one who wins. Until they tell you they are not interested, it’s not a “no,” and who knows – you may be able to score a referral (but you have to ask for that, too!)
We know this can be daunting and time-consuming. But we’re here to help. If you’re an existing ACA dealer, learn more about our individually branded marketing tools. If you’re not yet an ACA dealer, find out how to become one!