Lead Nurturing Best Practices

Nurturing LeadsThe idea of nurturing leads is one that is not lost on sales managers, as they understand the importance of using this period of correspondence to acquire new business or a potential client in the future.

A sales management team has to make sure that their representatives understand how to nurture leads in a way that minimizes the effort that is put in while at the same time keeps the customer interested.

Although there are many methods that are touted as the specific best way to generate more business by nurturing leads, there is no tried and true way that is agreed upon, according to Heather Kivett, president of Resolution Systems, Inc., a sales training and consulting firm.

The executive noted that an effective way to manage client contact is to maximize the consistency that exists when the correspondence occurs. A slow and steady approach can sometimes be better if the correct information is supplied.

Consistent correspondence

Kivett provided an example of a previous transaction that occurred between her and a client, in which patience paid off and led to business in the long run.

“I had a guy who called me up on the phone, and we talked, he wasn’t a qualified buyer,” said the executive. “I put him into my newsletter and kept on prospecting and three years later he called back, I remembered him due to the fact that I had his contact information and we did business.”

The idea behind nurturing a lead is to capture a small amount of information from the client about their potential interest. The representative then needs to communicate in the manner and on the medium that the potential buyer prefers, in order to pursue this customer without overwhelming them with correspondence, according to the executive.

“If the potential buyer wants to remain in contact, find out whether they prefer to receive a newsletter, Twitter, LinkedIn or Email updates,” said Kivett. “After finding this out, consistently put the message out there so that they can receive the information, see it as valuable and begin to look at your company as a thought leader.”

Size of the account

The size of the account can factor into how much effort a representative should put forth. The type of approach that is taken can also be adjusted based on the scope of the business.

“If you are a major account guy you are going to be far more proactive on a regular basis, as you will employ an aggressive strategy for a few clients,” said Kivett. “If you are operating on a much larger scale, your campaign will be more far-reaching, representatives need to keep prospecting and resist the temptation to put all of the eggs into one basket.”

Resisting the urge to put all of the eggs in one basket can be tough for representatives, as when businesses are finally identified, it can be hard to be patient in moving forward with the potential transaction.

“Let it go, keep sending him stuff and let it be loose,” said Kivett. “When they are ready to buy it will be their choice, and they will come to you.”

In some cases, a newsletter will serve the necessary purpose of providing the potential client with constant information. A shorter publication on a more frequent basis may be the solution, but another approach could be to send a more detailed article once in a while, according to the executive.

“You need to entice them to build up their business in a specific regard and this can be done through a publication of the right size,” said Kivett.