When customers turn to you for information about a product or service, they’ve likely encountered a pain point: They have a problem they need to solve.
Even more importantly, they need you to figure out if you can assist them. It’s that plain and simple.
It might be a big problem—say, they have something new they need to manufacture and they need a crucial part from a supplier such as your business.
Or it might be a smaller problem—they need a business service such as payroll done and they’re not sure what to do or who to turn to.
Whatever the pain point is, you represent a way to fix it.
But that potential customer and their pain point won’t even ever come to you unless you do a good job of nurturing them along the way.
They might be a lead. but they won’t be a customer until you’ve done a good job leading them along the customer journey.
You must demonstrate that your value is quite a lot more than anyone else’s value. Otherwise, the lead nurturing process is for naught.
Lead nurturing shouldn’t be a shoot-from-the-hip setup either. You need a strategy that acknowledges the customer and creates a plan for that relationship.
By doing so, you’ll be able to do much more than just gaining another plus in the sold column. Lead nurturing has a variety of aspects to it, such as more sales opportunities, a better methodology for qualifying leads, and a way for you to enhance and improve your multichannel engagement.
It also helps you develop campaigns, so that you can approach the future in a much more organized manner.
What does that look like?
The below infographic explains what you need to know to nurture leads in a productive, creative way.
All images provided by the author under his / her own license(s).
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
A.J. Ghergich
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