Leap to the Level of Marketing Expert

thomas-edison


Where would we be if Thomas Edison had given up after his initial experiment? Quite possibly at the candle shop purchasing the latest in wax-coated illumination for our homes and offices. Throughout history, perseverance has made the difference between soaring success and agonizing defeat. And this is as true for marketing as it is for the next scientific breakthrough.

The important thing to remember is that 70% of all sales leads will become someone’s customer. But before they buy, they need to gather information, receive competitive bids and align the timing of their purchase to coincide with other elements of their project or process. The key to success is systematic follow-up with each prospect. If you sit on your haunches and wait for them to rush to your doorstep, guess where you’ll find them … That’s right — on your competitors’ doorsteps, very likely producing new business that could have been placed in your waiting palms.

Nurturing sales leads means being responsive, but never obnoxious.

Just as bad as not pursuing leads is pursuing too much. It’s a virtual guarantee that a flood of messages will wash you right out of your prospects’ minds, often permanently. Excessive messages no longer offer value and therefore will be supremely easy to ignore. Too much of a good thing definitely is a bad thing.

So don’t overdo it. It is far better to come across as an expert offering select information and updates. Here are five essential ways to nurture prospects and turn them into customers:

1. Respect their privacy when they are just looking and provide the information requested. Many times big projects are confidential matters that the prospects are forbidden from disclosing.

2. Ensure your website delivers the kind of product information your audience is looking for and other useful information that builds repeat visits and loyalty over time.

3. Entice website visitors to provide contact information in return for a free “greed” offer or website access in a proprietary area containing valuable content.

4. Stay relevant to prospects’ needs, using words and themes that address their particular goals. Be specific about the results of your solutions when you can.

5. Realize that many business-to-business and high end consumer purchases can take more than a year, so be patient and remind your prospect of your offering and your willingness to help them make a more informed decision on a regular basis until they “buy or die.”

If you’d like to learn more about results-driven marketing strategies that effectively target your prospects, contact the Sales Lead Management Association or we’ll be delighted to help. You can connect with our Young Company team at 949-376-8404 or email me at byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.