What is Lead Nurturing?
Lead nurturing is all about having consistent and meaningful communication with viable prospects (those that are “a fit” for your solution) regardless of their timing to buy. It’s not “following-up” every few months to find out if a prospect is “ready to buy yet?” Lead nurturing about building trusted relationships with the right people.
Walking in their shoes
Consider the following concerns that are going through a potential customers mind before they start to move into the consideration or decision phase of the buying cycle:
- How will this product/service help my company?
- We’re doing okay, why do we need it?
- Is there another company out there that is better?
- Will their solution really work? Can they prove it?
- Is the company credible?
- Can we afford it?
Lead nurturing helps people find the answers to these questions and remind them of the benefits of working with you. You're creating value by giving them useful information in digestible, bite sized chunks.
How to start lead nurturing
A typical lead nurturing program includes: a series of letters, emails, voicemails, case studies, success stories, articles, events, white papers, and web events that are meaningful to your potential customers. You’re providing relevant educational or thought leading content.
The tactics employed and the frequency of touches will depend on the solutions being sold and the buying cycle of the prospect.
What Next?
Smart Selling can help you develop and implement a Lead Nurturing program using SugarCRM or your existing CRM program. Contact us to find out how or to request a copy of our Sample Lead Nurturing Plan.