For many companies, the sales process is centred on getting that initial interest or purchase. Too often the assumption is that once the prospect has made a purchase, they’ll become a valued customer. The reality is that for prospects to turn into long-term customers, you need to develop a trusted relationship with them. They need to view your staff member as being a trusted advisor that offers solutions to their problems, and not just a salesperson. So how do you develop a nurturing relationship with prospects? Read on for some tips on how to do just that.
Develop a customer journey map.
Try to get as close as you can to the customer’s experience by developing a journey map. This is the story of their relationship with you from the initial contact, discussions and engagement through to the desired end destination which is a long-term relationship with you.
The journey map will help you to understand the client’s motivations and the key points of interaction that you need to nurture. In short, it will give you customer wisdom so that you can anticipate the client’s questions and guide them towards choosing your solution, and the benefits of working with you rather than a competitor.
Develop marketing content for lead progression.
Lead progression requires its own marketing content that is different to the content aimed at lead capture. It should be relevant and educational and it should reinforce the notion of your organization being a trusted advisor with solutions to offer.
Play the long game.
Prospects cannot be rushed. Sometimes it can take several months from the initial interest for the customer to form the view that the solution offered by your business is right for them. Sales staff should be prepared to play the long game and proceed at the customer’s pace. Try to hurry them along and you may find that instead, the customer chooses an alternative route.
Don’t give up!
It may sound obvious, but it is worth restating as research suggests that businesses that invest heavily in lead nurturing report a 45% higher return on investment than those companies that don’t.
So when the going gets tough, it’s worth remembering that it can be a long and sometimes painful journey to get a prospect to the point of intent to purchase. Nurturing that relationship further, beyond that initial purchase to one of valued customer, can be an even longer process. It will, however, be a much more fruitful one.
This article was supplied by Newsletter Ready.