The lead nurturing process can be very similar to dating. They both usually take place gradually over time and in order to be successful, they require both parties to be on the same page and in sync with each other.
- Don’t scare them off on the first date: You probably wouldn't ask someone to marry you on a first date. Instead, you would ask them to dinner or some other type of lower-pressure situation.
- Application to lead nurturing: Don’t immediately dive into pressuring a prospect to make a purchasing decision. Try to ease into it by giving them a quick email or phone call to introduce yourself and your company.
- You may need to “date” them for a while: Even though you may be ready to take the next step in your relationship, if your partner isn't on the same page it can be hard for the relationship to progress. Instead, relationships usually will progress at a slower rate in order for both parties to gradually become more in tune with the other person’s personality and characteristics.
- Application to lead nurturing: A prospect may not be progressing through the funnel as quickly as you want. This doesn't mean that you should pressure them into making a decision. Instead, figure out what is holding them back and focus on gradually guiding them through the decision process.
- Show them that they matter: While words can be a great way to someone you care about them, giving them something can be an even greater way to do so. This is especially true if the gift is something that they will enjoy and value.
- Application to lead nurturing: Give your lead something of value to further drive them through the sales funnel. Appropriate offerings depend on which stage of the sales funnel they are currently in. For example, a case study on how your product or service benefited a similar company could be useful for a lead earlier in the funnel. If the prospect is nearing the end of the sales funnel, a free trial may be more useful, as they can try out your product without any risks.
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