How many times have you heard “get back to me in a month”? And how many times have you heard that from the same prospect?
In an ideal world, all of our qualified leads would be ready at a moment’s notice. But it’s not always so simple. While you’re waiting for the timing to be right for one lead, you add a calendar reminder to get back in touch, call other leads, continue on your daily routine. But what if you could continue to nurture these leads without directly using sales calls or emails? Read on to learn how to add a personal touch to the automatic and drip email campaigns you’re already running.
Ask for Their Input
Before you hang up the phone or let the email conversation dead-end, ask your lead the next best time to get in touch and why. Are they in the middle of their buying cycle, is their fiscal year coming to a close, are they restructuring a part of their business? By asking, you gain a better understanding of your leads’ business timetable and your lead gains confidence that you care about their valuable time.
Be an Advocate
Social is a great informal way to get in touch with your leads. They won’t feel pressure to respond but will appreciate the free content distribution. Retweet posts. Like on Facebook. Repost articles on LinkedIn. But there’s always caution here—don’t humble-brag, don’t expect anything back, and don’t do anything insincere. Don’t say you loved a post when you thought it was poorly written, don’t fully endorse a company you haven’t worked with before. Be genuine. This will also help you get more information on your lead so when the door for communication does open up again, you have months of company history to talk about.
Be a Listening Ear
While you’re already on their social profile, keep an eye out for phrases and actions that could signify they’re moving down the buyer’s journey. Reach out if you see drastic moves, not to pounce on them with sales jargon, but to let them know you’re available to talk through new ideas or new business needs.
Be a Resource
Leads should already be in your email marketing contact list, but be on the lookout for other content your lead will find helpful. Send a quick email with the link in the body of the message, along with something quick like, “Thought of you and your company – thought I’d send it your way.” A competitor’s website might not be the best link, but places like Forbes or Harvard Business Review are reputable resources and you’ll be seen as a reliable resource who takes time to reach out to others.
This isn’t a catch-all but rather a way to help you stay top-of-mind with certain prospects and leads. Be prudent in these nurturing techniques—don’t add too much to your plate if it’s already overflowing.
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