How many of your incoming leads are ready to buy right now? Let's say 1 out of 4 is ready to buy now. Let's also say that 1 out of 4 is disqualified upfront. That leaves 2 that are not yet mature and ready to buy. They might buy.... and many of them do! Are you prepared to nurture as many as 50% of your incoming leads until they are ready to buy? Why focus on expensive new leads without first investing in a lead nurturing system for immature leads who have responded to one of your campaigns?
Are you listening to your infant leads?
"Hey, look at me. Here I am. Here's my contact information. I just might be interested in buying your product or service at some point in time. Don't be a pushy, self centered sales person right now and just stay in touch with me in ways that don't piss me off. Provide me with new information and respond professionally when I reach out.... I just might be your next best customer"
Lead nurturing is not expensive or difficult. It's like everything in business... it just needs some time, attention and a well written process developed and put into action. Sure, you can get all excited about having an emailed newsletter. That might be part of an effective system... but why not add more to the mix with some simple professional follow-ups that keep your firm top of mind and in the right place at the right time when they are ready to buy.
Key Considerations Include:
What to send or do?
Can you combine or sequence for better results... test, test, test!
The trick is to come up with a series of thoughtful follow-ups that nurture and nudge. If you are running a small shop or managing a sales team.... figure it out and make it easy to initiate and manage.
Quit throwing all those babies out with the bath water! Convert more of those not yet ready to buy leads and significantly lower your cost of acquiring new business.