4 Lead Nurturing Tips To Follow
It’s not easy being a seller in today’s hyper-informed marketplace. Most people are so bombarded with emails, social media posts and text messages every day that your content gets overlooked unless it provides immediate and clear value. Modern buyers don’t want to be sold to; they want to be made aware of solutions to their problems.
It’s critical that you’re tuned into the sensibilities of your buyers. The lead nurturing process may be long and winding. Don’t push your buyers away because you’re not offering them what they need or are pursuing them too aggressively.
Take these for sales tips to heart when you’re nurturing your clients.
- Nurture smart: You must tailor your nurturing process to your buyer. These days, people buy on their terms, not yours. The challenge is staying relevant to your buyer as they make the journey from prospect to customer.
The lead nurturing process should include content curation. Sellers who provide their buyers with valuable information are seen as resources rather than salespeople. A key benefit from positioning yourself as a resource is that in addition to providing valuable content, the buyer recognizes that you’re investing time in them. This recognition goes a long way toward staying front-of-mind as you move through the buying process.
Also, remember that the buyer journey doesn’t end once the sale is complete. It’s important to continue to nurture buyers after the sale. These days, so many organizations — especially Software-as-a-Service (SaaS) providers — run off a subscription-based model. Encourage renewals by providing excellent customer service and valuable information. It’s easier to secure a renewal than it is to find a new customer.
- Know the sales cycle: Don’t forget that the sales cycle varies depending on the product. Low-cost products are more like commodities; the buyer is easily able to surmise what they’re getting, why they need it and why it’s worth paying for. Transactional products like these have a relatively quick sales cycle.
More expensive products require a more strategic approach. You typically can’t simply go in for the sale upon your first engagement with a prospect. There’s a lot more back-and-forth between you and the buyer. The relationship requires more nurturing and conversation. There may be a significant amount of time between the beginning of a strategic sales cycle and when you go to make the sale.
- Curate the right content: Understand your buyer persona. This means knowing their role in their organization, their pains and problems, and how you can help make their life better. Make sure your voice gets heard by speaking to the right buyer. Buyers in an IT role want technical information, whereas buyers in a financial role like to be spoken to in numbers. Synchronize your messaging with the buyer persona you’re trying to reach every time.
- Trust the numbers: As you move through the sales cycle with your buyer, track it every step of the way. You should be collecting data on conversion rates at each phase of the sales process. Use that data to your advantage. If, for example, you see that one type of email you send to buyers is frequently opened and engaged with, curate more content like that.
Using A/B testing is also an excellent tool for measuring progress and making improvements. Start with two similar versions of the same piece of content and see how each performs. Keep the better of the two and create another version to test against the winner. Keep refining your process until you see the results you’re seeking. Relentlessly track the various phases of your sales cycle and attempt to maximize the conversion rate of each one.
The Tellwise Nutshell (TTN): The product defines the sales process, and the sales process defines how you interact with the customer. Make sure you’re completely tuned into where your buyer is on their journey. Have a comprehensive understanding of your target buyer personas so you’re informed enough to provide prospects with content that guides them through the buyer journey. Remember, the sale is not the end of the sales process. Keep your customers engaged and satisfied throughout your relationship.
Are you looking for prospecting software that’s as tuned into the buyer journey as you are? Contact Tellwise today for a free software demo.