In the business of sales you need a thick skin. If you go in to every deal expecting a sale, you will be thoroughly disappointed. Many of your leads may be stubbornly obstinate. They’ll believe they know what is best for everyone. If they don’t agree with you, you’ll be shut out. The trick is to turn their no into a future opportunity. We’ve all had prospective clients tell us our products and services are of no use to them. The problem is, you know that they’re wrong. Sometimes when people make up their minds about something, there is no changing it. You have to wait until they make the conscious decision to change their mind. In order to encourage that process along, you must nurture the lead.
Nurturing includes two main steps. The first step is to intermittently introduce the aspects of your business that you know will make a difference for the prospect’s business. Your method of communication can range from emails and web ads to direct mail and brochures. The collateral you choose must be attention grabbing and meaningful. This will increase the chance that your lead will view it. Secondly, after delivering your marketing collateral, you must follow up. This is the most important step in the process. If the prospect hasn’t looked at the collateral you sent, this will give them a reminder to look through it rather than ignore it. If the prospect has reviewed it, it will allow them to ask questions to clarify any concerns they may have encountered. You must make contact to ensure the prospect fully understands what it is you could mean for business.
A solid nurture strategy can turn a “no” into a “yes.” By nurturing leads, you allow a prospect to learn about your business on their own terms and in their own way. By allowing them to see how you can help their business grow on their own time, they are more inclined to do business with you.