Nurturing Leads

"Marketing is the effective and efficient use of frequent, relevant, focused communications to get people with similar wants, needs, pains and fears to know, like and trust you."

- Rick Wallace 

You should now be aware of the study done several years ago that showed 80% of prospects buy between the 5^th and 12th contact with the company. That same study shows that only 10% of salespeople follow up with a lead more than 3 times!

I would call that a huge disconnect and one that very few companies address. We spend most of our time and money on the generation of leads, the "getting our name out there" kind of efforts. Few companies focus on the nurturing of the leads they do generate and thus the vast majority of the leads they pay so dearly to collect are followed up a few times (called tire kickers) and put in a pile somewhere and forgotten about until we do another emailing or email blast of some "selling effort" (like a discount or special promotion). Sound familiar?

Well there is an automated way of ensuring all your leads are followed up with care and trust. The use of an email marketing program and an autoresponse program can do it all for you for less than $60 a month. You need a Marketing Machine to accomplish this. 

See a diagram of the Nurturing Machine here.

 

First it is effective and efficient.

Second it is focused, frequent and relevant.

Third it creates the know, like, and finally the trust you need to get people to buy from you.

The Steps to Success 

The first step is building your Ideal Customer Profile on paper so you can focus on a group of similar people that have the same wants, needs, pain and fears.

The second step is creating your Value Proposition (message) that addresses their wants, needs, pains and fears and how you provide the best solution for them solve them.

The third step is to sign up for Constant Contact and Aweber and load your present database of customers and leads into Constant Contact. 

The fourth step is to create a Free Offer or Service that your Ideal Customers/Prospects would like to have and set up the sign up page in Aweber.

Fifth step - Now begin promoting the Free Offer or Service and driving people to this sign up page from your website, emails, direct mail in all your promotional materials. 

Sixth step - Begin creating TIPS, short (2 minute max) informational emails or no frill videos that are relevant to your Ideal Customers/Prospects. No SELLING, no promotion, no coupons, no selling whatsoever. The only place your company is mentioned is in the From and the signature line. These should be helpful, educational tips that build trust over time that you are serving them not selling them. 

Seventh step - send to all customers and old leads via Constant Contact.

Eighth step- Add each tip (after it is sent in Step 7 above) to your sequence in Aweber (See Diagram). As each new lead signs up they will automatically get, in sequence, the tips without you doing anything. It's automated!

When the time comes that the prospect is ready to buy (they get mad at present vendor, their product breaks down, they get some money to make the purchase, etc. ) they think of you because you are following up and staying in front of them with relevant, "no sales pitch" communications and follow up.

Success = Doing the Right things, in small amounts over a long period of time.

Watch this 40 minute presentation on the strategies used above. 

All the best,

Rick Wallace