You get a new lead. Now what? Do you take down their contact details? Put them in your contact management system? Simply jot down their name and phone number in a notebook or on a sticky note?
To maximize the number of leads you convert into clients, you need to nurture your leads. This involves adding them to your contact management system (or CRM) and then subsequently assigning them to a lead nurture program (once some sort of initial contact has been made).
For hot leads, during your initial contact with them you’ll of course want to try to win their business right away. But sometimes people are not ready or don’t agree to use your services immediately and this is where lead nurture programs step into the forefront.
Avoid losing business opportunities
Failure to nurture leads will result in lost business opportunities. The fact of the matter is that there are many people who will contact you to inquire about your services or to learn more about what you have to offer. There’s a good probability that those who are interested but decide not to use your services right way will do business with you in the future. They’re just not ready right now or need more time to deliberate.
So this is where lead nurturing comes into play. It’s best defined as communicating with your leads over time in a way that they would find both valuable and relevant. By doing so, you’re staying “top of mind” until the lead is ready to become a client.
A good contact management system should allow you to create your own lead nurture program or utilize a lead nurture program that’s pre-designed for you. These programs usually consist of a series of emails and phone calls at various points in time. Each time a phone call is made or an email is sent, you’re providing relevant and valuable content to the lead so they’ll come to enjoy hearing from you. Your contact management system should enable you to automate the lead nurture emails you sent out and remind you when to make a phone call.
Lead nurturing is truly a must – effective lead nurturing results in more clients, a higher ROI for your marketing initiatives, and stronger relationships with your sphere. Make sure you don’t let your quality leads fall by the wayside.