Commit, Then Remain Consistent
April 20th, 2011 - Posted in Strategy by Kelly McCloskey
When it comes to building a successful lead nurturing program, you must inspire trust. Along with most aspects of life, consistency is key here. But above all, it is the relevance of your message that will ultimately engage prospects in the way that is needed to cultivate an interest to sales.
Successful lead nurturing is a process. Establishing a meaningful dialog by providing valuable education and information to prospects up front is important. It’s not a sales person calling routinely to find out if a prospect is “ready to buy yet.” Rather, it is about delivering insight and solutions in a non-invasive way so that the prospect perceives your company to have a superior level of expertise in the industry.
Is your process showing prospects that you have an understanding of their specific issues? And that your company has the knowledge and expertise to solve them? When your nurture program has a single point of focus on developing trust, you will plant the seeds that will produce more honest conversations with prospects.
