When a potential new customer expresses interest in your business, it’s a reason to celebrate. Your marketing efforts and your sales outreach have earned someone’s attention. You have a lead, that is someone who raised their hand and showed an interest in your business. However, rarely does an interested potential buyer convert on the spot. Instead, you must keep in touch with your lead through a process known as lead nurturing.
What is lead nurturing?
Lead nurturing is a process to engage people who have inquired about your business, but aren’t ready to buy. Nurturing a lead means asking qualifying questions, establishing a connection and keeping the conversation going with content and valuable information. Keeping your company top of mind means that when the lead is ready to buy, they will be comfortable going to you because you took the time to build trust and a relationship.
Why do you need a lead nurturing strategy?
In addition to creating a trusting relationship with your prospect, there are many additional reasons why you need a lead nurturing strategy. Nurturing leads can give you an edge over the competition because many sales reps give up on leads after just one attempted contact. You’ll stand out from the crowd if you keep in touch with your leads over a series of emails and phone calls. Leads that are nurtured generate more business – a 20% increase in sales opportunities according to Salesforce. Finally, by nurturing leads you will learn the sales cycle of your business, or how long it takes a lead to become business for you, which will help you predict revenue and future sales.
There are many lead nurturing tactics that work, but which tactics work best? The following tactics are worth embracing:
1. Follow up fast
While not all