In most businesses, between 70-80% of your leads are long term. They’re potential clients who pass all your qualifying criteria – but they’re just not ready to buy right now.
Ideally, you want to begin to build a relationship with these potential clients so that when the time is right to buy, you’re in the front of their mind.
Unfortunately, most firms tend to drop leads the moment they find out they’re not going to close in the short term. This is a huge mistake. Almost all these potential clients will buy from someone in the next 24 months. The role of Lead Nurturing is to make sure that someone is you.
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Ian, I enjoyed your podcast. What’s interesting to me is that you work in a very different field than I do. I do B2C sales training, but many of the principles you talk about in your podcast are relevant also to the B2C prospector.
Thanks for the podcast Ian. Love the music, too.
Yes, that’s absolutely true… Most firms drop their contacts once they close a task… Building relationships is what matters. And as you said, when the client gets a task to do, we’ll become their 1st choice. Remember, relationship matters.
Thanks for the podcast, great music…
Here is a list of other great lead nurturing tools, including a handbook to show you the return you are achieving from doing lead nurturing. http://www.marketo.com/b2b-marketing-resources/... It's a great list of resources.