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How to maintain new or existing prospects

Leads – they make business happen. We advertise, blog, organize social accounts, use social networks and pay directly for leads as they are a way to achieve profitable goals. So why does lead collection often create more questions than answers?

During my more than 25 years of marketing, I have met countless people struggling with lead nurturing. In most cases, there is no established process for dealing with different types of leads with different approaches, resulting in a lack of productivity. The most basic version of this dilemma has just decided how to segment everything from existing leads.

You can not just expect new prospects to understand how your business can help them right away, or that existing contacts will suddenly read your newsletter or blog and identify you as someone who can help you. one who is ready to buy now. Segmentation threads should start the second they arrive at your door.

While the new and existing tracks are different animals by nature, their management comes down to a simple law: Always keep them moving.

New tracks

The biggest challenge with new prospects comes from the sheer volume of these, with unrealistic expectations of which of these prospects are truly worthy of your sales funnel.

When it comes to new leads, the most important thing you can do is qualify the information. Make sure the email address, phone number, name – and all other required criteria – are accurate and ask for their membership to know your opportunities. That's all.

Think of it this way – failure is often a winning result. When you discover that the information is not there, be satisfied and move on.

Depending on the industry and sales cycle you work with, set a limit for when a lead is simply not worth your time. This could be something as simple as six attempts to qualify in advance for two weeks, for example. Otherwise, you will probably spend four times more time and energy creating a profile for someone who is not qualified to be in your sales funnel.

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One mistake I see in all industries is that when a company is successfully qualified, many companies try to do too much and too quickly. Remember, you have already done your job. Your only goal should be to move the conversation forward.

In this first contact, collect measurements on their objectives, their motivation to buy and their schedule. From there, it's all about segmentation for marketing.

Existing Lists

Feeding Existing Tracks is where your true business skill comes into play. Beyond creating a first point of contact, to really take the initiative, you must understand and align yourself directly with the goals of your business.

It all boils down to synchronization and movement. Many companies are doing a disservice by breaking all tracks in some version of hot and cold. In reality, this does not provide the insight you need to really nurture. So, how do you break this chain?

Examine your sales cycle. Where can you add value to prospects who are ready to buy? How can you educate those who are close to buying but are not there yet? What can you say to those who are really far from a purchase but want to keep in your sphere of influence?

However, many of these categories make sense for your organization, so be sure to time each of your best predictions when a given advance is ready to buy.

For leads that require you to focus more on feeding than on sales, determine a schedule of scheduled quarterly, bi-monthly, or weekly communications that involves a step-by-step process. For companies that focus on a high ARPU (average revenue per user), this may take the form of planned physical contact points: coffee, lunches, or loot.

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The purpose of education should be to pursue a relationship that helps you stay abreast of a person's preliminary information: what she wants to accomplish, her motivation to buy and her schedule . As a bonus, collect additional information that can be used to make the rewarding experience fruitful.

When you identify that fed leads are getting closer to buying but are not yet ready to shoot the trigger, improve them with your segmentation. Change your approach to focus a little more on the product. Consider sending case studies, inviting them to webinars or sharing product news.

Regardless of their "eagerness" to buy, your goal is to get their real feedback on what they see – how it fits their needs or not – and to determine a strong prescription for what they want. They will pick up when they are ready to buy.

When the leads are hot, communications become a completely different ball game. The points of contact should go from automated to personal. Phone calls, texts or personalized emails become your tools. They can focus directly on the product, the price, what is available and the customizations.

At this point, you know how to do your job – give them everything they need to conclude the case. More importantly, once the deal is completed, put it back into your main learning cycle.

Whether you make your first or twentieth contact with a lead, the most important thing you can do is to segment them as quickly as possible. From the validation of the initial information to the gradual start-up, the concentration of your segmentation process on the extent to which this sale is carried out aligns you with your organization's overall business strategy.

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From there, it is useful to use this timeline to keep everything in constant motion. Rather than trying to get leads to make big leaps, successful lead coaching programs focus on the incremental movement of turning a first contact into a sale.


The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.


About the author

Seth Price is a branding and marketing strategy with 20 years of experience in digital marketing. He is the vice president of industry relations at Placester, author of The Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, author and facilitator of marketing workshops, Seth brings lightness, mentorship and dose of reality to the businesses and entrepreneurs he mentors.