You Don't Have to Hard Sell: Lead Nurturing that Works

It's not necessary to close every lead the minute they contact you. With a good lead nurturing program, you can get the contact calling you when they are ready to close themselves.

Written Jan 30, 2008, read 409 times since then.

Lead Nurturing. It sounds like one of those crazy new “fashion” words for the sales industry. Lead nurturing, though, isn’t a new concept. It has been around for many years. However, it may be one of the greatest undiscovered tools in a sales person’s toolkit.

What is lead nurturing?
Lead nurturing is the process of keeping open lines of communication with a potential prospect regardless of their point in the buying process. It isn’t sounding like the child in the back seat on a long trip only rather than, “are we there yet?” saying, “are you ready to buy yet?” Lead nurturing requires building a strong solid relationship so that when the time to buy comes, you are the natural choice.

Why is it necessary?
Unless you are the world’s greatest closer, most leads take time to turn into prospects and prospects take time to turn into sales. You can have a large database of leads but, unless you are actively in contact with those leads, they will never convert. However, in the process of a lead converting into a sale, the lead is considering several things.

How will I benefit from this product/service?
Can I find a way to get the same benefits without this product/service?
Can I be assured of these benefits?
Can I afford the product/service?
Is there another person/company that would be better?

Making a buying decision isn’t easy and, as sales people, it is important to respect that. Therefore, creating a lead nurturing plan can help you to be in the right position at the right time to close the sale.

What does it look like?
Once you have obtained your lead, either through a lead program, a referral, a meeting or some other way, you will conduct your initial sales process if appropriate. However, sometimes you should skip the initial process and go directly to the program if the lead is not already warm.

A good lead nurturing program will include follow up using the telephone, email, greeting cards, newsletters, face-to-face meetings and other points of contact. The actual timing will depend on what phase the lead is in at the time as well as the response received from the lead, however, here is a good starting point.

Example Lead Nurturing Program
Day 1: Send out a “nice to meet you" card after initial contact
Day 10: Call to meet one-on-one if appropriate
Day 28: Send an e-newsletter and give them a call to let them know it’s coming
Day 42: Send a card with a recent success story from an existing customer
Day 60: Call from sales person personally invites to seminar or networking meeting
Day 80: Email a link to a great article you found related to their business or yours
Day 100: Send relevant holiday card
Day 120: Call to touch base what you can do for them
Day 140: Email a testimonial related to their situation

When the time is right, the lead will contact you when they are ready to get started. You have shown you are a person they can comfortably do business with and have made their choice easier.

With a good lead nurturing program you don’t have to learn hard sell techniques. Just be genuine and the sales will come when the time is right.

Learn more about the author, Nicole Bandes.

Comment on this article

Posted by Michelle Basey, Kirkland, Washington | Jan 30, 2008

Wow. Thank you so much for this article! I've been wondering what to do with all those biznik cards who expressed interest. I had no idea if I should email first, and if so, should I even mention massage. I personally get easily turned off by "hard sell" so I tend to not sell enough. This will totally help me create a lead nurturing process I can feel comfortable with. thank you thank you thank you!

Wanna reconnect to inner Love Peace & Light?
Posted by Ilise Benun, Hoboken, New Jersey | Jan 30, 2008

Great article, Nicole, and I think you pointed out something very important with your Lead Nurturing Program Example- that you should keep contact with a prospect for an extended period of time!

People give up way too soon. They're afraid of being a pest. But I always tell my clients when in doubt, err on the side of more contact than less. What the worst thing that can happen? The prospect will ask you to stop contacting them. But more often than not, your continued contact serves as a reminder of your services- and when the right time comes- there you are!
Posted by Nicole Bandes, Phoenix, Arizona | Jan 30, 2008

Thanks for the comment, Ilise. You are right, err on the side of more. If you are calling to build that relationship and not to ask why they haven't bought yet, you will rarely put anyone off. People don't mind follow up, in fact they often greatly appreciate it, what they mind are pushy sales people that only want to close the deal.
Posted by Kristopher Sookma, Bothell, Washington | Jan 30, 2008

Great article Nicole! Simple but very effective tips on developing your leads for future business. Ilise is right too many people dont make consistant soft contact with prospectives in fear that the prospective has no interest in communicating which is not usually the case.
Posted by Robert Allen, Potter Valley, California | Jan 30, 2008

thanks, very concise reminders and insights~

I appreciate you taking the time to write it out!

Robert
Posted by Ruth Hartmann, Seattle, Washington | Jan 31, 2008

Great article, Nicole. I specially appreciate your "Lead Nurturing Program" example; I'll be sure to try it.
Posted by Chris Haddad, Seattle, Washington | Jan 31, 2008

Aww, but sometimes hard selling is fun =-)
Posted by RJ McHatton, Redmond, Washington | Feb 05, 2008

Great advice.

RJ
Posted by Albert Kristyan, Sydney, New South Wales Australia | Oct 16, 2008

Great Article Nicole! I'm new to this nurturing, but it make sense! When and in what form would you mention your product to the prospect int the nurturing process?

AL