We all have worked with that one client who walked through our door one day and said he was ready to work with us.
He may have found your company through a referral or perhaps he heard about you just as the time came that he needed help. But the reality is that most clients are not ready to buy when you are ready to sell.
As a result, you need a cohesive strategy that helps nurture the client along. You must first start by finding a prospect with an active interest before you can begin the process of engaging in a conversation and converting them.
Educating Clients through Lead Nurturing
One of the reasons why Google, Facebook and the concept of social media as a whole has taken off is that companies can nurture their clients along without resorting to overt advertising.
Lead nurturing is a combination of deliberate disciplined structure that presents itself in a way that captures and educates clients. Most people have an idea of what they want, but they either need help clarifying or do not want to do it themselves. As a result, you have the opportunity to develop a relationship with them.
Author Don Bergal recently wrote an article on Townsenwardlaw.com about three things that are needed in order to effectively nurture a client:
- Assets: High quality, non-commercial, educational content.
- Process: A marketing automation system, staffed by skilled operators who deliver the message to the right prospects in a non-intrusive fashion.
- People: A sales development team with a collective goal of long-term lead nurturing, not immediate sales.
Lead nurturing is also about creating something of value to prospective clients. By educating clients over time, you are building the value proposition that clients can latch onto.
Try engaging a prospect too soon and you will get the response that she doesn’t have the time or the budget to work with you. However, prospects that are educated about what you do without receiving the high-pressure sales pitch are more likely to respond positively to your services.
Earning a sale is all about how you approach your clients. I remember the last year of school when I was starting my job and my father took me to New York City to Moe Ginsburg’s in the Garment District. It was a warehouse store that sold inventory at a large discount. I remember engaging with the salesperson and wanting to run after interacting with them. It was obvious that the salesperson must have been working on commission … the experience left me feeling violated.
Applying the Nurturing Process to Build Interest
Individuals want to discover what value you bring on their own. Of course, there is a trade-off to this type of sales. Conversions happen more quickly with “hot leads,” but the volume is lower and it ebbs and flows. The benefit to the nurturing process; however, is that you build a greater volume at a lower cost.
Writing blogs and presenting emails with stories about what you do and the impact it has on other clients is a great way to promote your services without being too forceful. It allows you to highlight how you are different and why you are of value to a prospect without pushing a sale too strongly.
The nurturing process is also about capturing names. The names are generated through educational pieces that are sent over time. The key idea is that you build a large flow of interest in your prospects with information that appeals to their specific business needs and goals.
As Don Bergal indicated:
“The lead nurturing process is not just about filtering the good leads from the pile; it is about actually creating sales-ready leads from a high-volume base of mildly interested prospects.”
The result of effectively implementing the nurturing process is that you are creating “hot-leads” from warm leads by providing them with content that exemplifies your value in helping their business grow.