The definition of nurturing is ‘to feed or protect’ or to ‘support and encourage’. The definition of lead nurturing then, is to support and encourage a lead on their journey to becoming a customer.
Take a plant as an example, you plant it as a seed and water it, feed it and care for it until it flowers. Your prospects are the same, they need to be supported, fed valuable information and nurtured before they will become a customer.
Lead nurturing is hugely important for consistent sales success, so how can you nurture your prospects effectively? Click here to watch the video or continue reading!
In order to nurture your prospect effectively, you must first establish their pain point or problem. Every prospect will be facing a challenge that your product or service can hopefully solve and it’s your job to uncover it as soon as possible.
Once you have established their problem, you can then focus your lead nurturing around solving that problem.
Going back to my plant analogy, if I don’t water it when it’s soil is dry and the plant is thirsty, it’s not going to grow but by giving the plant what it needs, it will blossom in time.
So what does your prospect need? And what is the feed you can offer them to solve their problems?
Focusing on how you are going to help solve their problem as opposed to just trying to sell to your prospect is really important for successful lead nurturing.
Giving them specific information relating to your solution to their problem rather than a whole load of irrelevant details will show them that your product or service is a good fit for them.
If you can see your plant needs watering, you wouldn’t over-water it until it floods, you’d give it a little water, let is absorb it and then give it a little more.
Your prospects are the same and don’t want to be bombarded with information they don’t need as this won’t help them come to a decision.
You wouldn’t buy a new species of plant and plant the seed before you’ve read the instructions or researched the best way to look after would you? Because in doing this, the chances of success with your plant would be slim.
The same applies for lead nurturing. Spending time getting to know your prospect is key. Learning about their needs, their interests, their industry and their likes and dislikes is fundamental to be able to nurture them through your sales cycle successfully.
Communicating regularly with your prospects is another key element for lead nurturing success. Too much engagement could annoy your prospect and too little could mean that your prospect chooses one of your competitors. Making contact regularly and sharing content; provided that the content is of value to your prospect (see point 5), will help them build an affinity with you and keep you at the forefront of their mind when they’re ready to make a purchase decision.
You wouldn’t buy a car without doing your research first; gathering information about it, comparing it to other cars or taking it for a test drive. Every purchase decision is similar to this. Ok, the process wouldn’t be so in-depth for a Mars bar but for bigger purchases, as buyers we go through a process and part of this process is gathering information about the product we are about to buy.
In this day and age, content is king in lead nurturing and your prospects need to be fed valuable content in order to make a buying decision. Simply trying to sell to a prospect without providing them with useful content first will not work. Sharing valuable content with them however, helps your prospect to come to a natural decision rather than them being forced into a sale.
In the process of growing your plant, you might check that it’s growing at the rate it should be by measuring it and certain times in its cycle. If it’s not growing the way you expect it to be, you might add some more nutrients to the soil or give it more sunlight or water to help it on it’s way.
The same can be applied to your prospects. You need to validate that they are still experiencing the pain points they were when you first began engaging with them and that they’re still interested in your product then provide them with what they need to come to a decision.
Validation is one of the 7 steps in my CONVERT model, all about the prospect journey, learn more here.
Some plants and some prospects will grow quicker than others, and some will need some extra attention but make sure you’re not wasting your time caring for a seed that simply won’t grow by validating it at an early stage.
Inspire your prospect to become a customer by sharing customer testimonials from your past or current customers. This is a great way to show your customer what they could have if they invest in your product or service and to convince your prospect that you will be a good solution for them.
I know plants can’t talk but if they did I’m sure a small weed would dream of being a grand old oak tree!
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