Nurturing leads through to a conversion is an important part of meeting your revenue goals. But teams have a tendency to focus on the hottest, most likely to convert leads, and you may have dozens of slightly warm leads being forgotten.
From the marketing and sales team’s perspective, you can see how it happens. How many times can you follow up before you begin to sense that you’re becoming part of the noise for your lead?
The answer to this problem is quality conversation. Here are three ways to use it to nurture those cooler leads:
Develop Value-Add Content
You need something to offer that helps establish your brand as an industry expert and builds trust between you and your leads. A content piece that solves a common problem or one that helps them sort through a complex issue is a great way to help your leads in a practical way.
Have you ever had a conversation with a marketer and you can’t get them to spell out what it is they are selling? This often happens when a sales representative knows you are not a good match for their product, but they fear rejection.
You should avoid this kind of inauthentic approach. In fact, you’re likely to make big gains when you recommend a competitor when you realize that your product won’t fit a lead’s requirements. They’ll appreciate your willingness to help them find a solution and just may recommend you to a colleague.
Brag if You Must
Part of being authentic is perfecting the way in which you talk about your successes. If you win an award, by all means, post about it. Throw a party. Hang a banner. If you are confident that you’re the best at a particular thing, don’t be afraid to say so.
This works great if you are clear about where you’re the best, and where you’re not. If a lead gets the sense that you think your brand is the best at everything, it won’t land you any conversions.
At DirectMail.io, our automated marketing solution makes it easier for you to reach out regularly to leads, freeing up plenty of time to start conversations and convert those leads to sales. Contact us for more information.