Lead nurturing is hands down the best method for increasing sales.
There, I said it.
What is Lead Nurturing Anyway?
In simple, plain English, lead nurturing means engaging with qualified leads until they are ready to make a buying decision.
You get people to subscribe to your newsletter, download your whitepaper or simply enroll in any other lead management system you might have. Once you have a lead, you don’t try to sell anything until you figure out that the lead is “ready” to make a purchase.
While waiting for the lead to mature, you provide value to your lead by giving them more useful information, case studies, informative videos and more. This helps your customers develop trust in your brand and overcome the barriers to make a sale.
There are a lot of percentages doing the rounds on the internet regarding how much % of people are not yet ready to buy from you the first time they land on your website. (95%, 50%, you name it)
I won’t go into any figures just to entice you. But what I can tell you is that majority of your prospective customers will never buy from you the first time they come to your website. That’s where lead nurturing comes into play.
You need to use lead nurturing techniques to get them onto your list, build a good relationship with your lead and when you think they are ready to make the sale, present them an offer. You’d be surprised at how many people will convert to a paying customer when you adopt this strategy.
The Problem with Traditional Means of Lead Generation
Some companies do an exceptional good job of capturing leads.
However, when it comes to converting those leads, they fail miserably.
In most companies, you have marketing department as well as sales department. Marketing team is generally in charge of generating leads and sales team is generally in charge of closing the sale.
While it’s good to have two separate teams, it also poses a challenge.
Sales people are going to be interested in sales only. They have targets to achieve. So guess what they’ll try to do with the leads generated? They try to sell to your fresh leads.
Here lies the problem.
In most cases, just because someone gave you permission to call them or send them email doesn’t mean they like to be called up to make a purchase when they don’t necessarily want to do so.
How to Effectively Use Lead Nurturing to Overcome Buyer Resistance?
You know the lead is not yet ready to make a sale. You also understand that sales department couldn’t care less to nurture a lea because they are more concerned about reaching their targets.
#1: Marketing & Sales Need to Work Together
The key to effective lead nurturing is making the sales and marketing department work together. Don’t just discard leads if they are not yet ready to buy something from you.
Instead build a solid relationship with the not-so-hot leads. Sooner or later they’ll convert.
It’s a win-win (or should I say win-win-win-win) situation. Sales team gets a revenue generating customer, marketing department generated a high quality lead, your business generated more profit, and your customer could confidently make a good purchase.
#2: Understand Lead Nurturing Takes Time
While you are ready to embrace this methodology, it should come as no surprise that some leads can take a long time to convert.
Be patient and come up with a lead nurturing plan to engage your prospective customers.
I have had a customer take around a year to engage me as their SEO consultant. So it’s not a quick fix solution.
#3: Test, Test and Test…
One of the strongest selling points of nurturing a lead is that you can sell when your prospect is ready to jump in.
But, how do you know when the prospect is actually keen on buying from you? When do you make an offer?
To get this kind of insight, you need to test and segment your leads. Understand how the lead was generated (from search engines, from other blogs, word of mouth and so on), how well they are engaging with you, and so on.
Over to You:
Do you engage in lead nurturing? What’s the biggest challenge you had to face? Let me know in the comments.
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