Lead Nurturing is an important step between the “Marketing Campaign” and “Closing the Sale.” An effective marketing campaign can generate contacts from a number of interested Prospects, but they may not be ready to buy just yet. They could still be in a research phase, or simply interested in learning more. A strong sales approach, which should include trying to establish Budget, Authority or Timing, may well drive the Lead away. A better approach is to Nurture the Lead with a dialogue that helps inform that Prospect, and better prepare them for the time when the actual sales process begins. Spectrum Strategy Resources has years of experience helping our clients create effective programs for Lead Nurturing.
|Understand the Buying Cycle
For most people, reaching a buying decision is a process that takes time. Depending on the product or service being considered, this Buying Cycle can take a few days, a few weeks, or several months. But it’s crucial to KNOW what that buying cycle is for your market, so that you are implementing an appropriate sales process for your customers. Spectrum Strategy Resources uses their many years of experience, knowledge and success to analyze your particular business situation, and ensure you have the best plan in place.
|Start an informative Dialogue for Qualified Prospects
Understanding that your Prospect may not be ready to buy immediately is just the first step in the Lead Nurturing process. Knowing how to begin a dialogue that answers potential questions, allays possible fears, and develops a comfort level with your business, and it’s offerings, is critically important. Developing a platform of knowledge from which to work is the starting place, and then using that knowledge to talk to Prospects is the heart and soul of Lead Nurturing. Spectrum Strategy Resources will be your partner in making this happen.
|Build relationships with Prospects not Ready to Buy
In some markets, Prospects may need to be “touched” numerous times before the closing of the sale can begin, but for other businesses, that need may only be once or twice. The important thing is that you are building a relationship with that Prospect. Spectrum Strategy Resources can help you identify your Prospect’s needs, and guide you to the very best program for building those valuable relationships.
|Acknowledge the value of a Lead
As you already know, there is a cost associated with each sale. Marketing, brand development, and your sales department are all part of that cost. And, of course, that means there is a cost associated with each Lead. “Pushing” a Lead, or Prospect, too early in the Buying Cycle can drive them away, and you then incur the cost of generating a new Lead. Lead Nurturing allows you to hang onto those valuable Prospects, and move them cautiously toward a buying decision, saving that additional cost. Spectrum Strategy Resources understands the value of that Lead, and can help you implement a program, developed specifically for you and your business, which will save you significant money, and help you increase your sales.