Nurture Your Way to Success in Sales
I talk about a lot of psychology in my articles as it’s important to understand how the human brain works for any interaction we have, especially when we’re trying to sell.
If I had to pick one of the most important pieces of psychology for new business development it would have to be the familiarity principle. If you missed this you can find it here:
Basically the more familiar we become with anyone the more their barriers dissipate, “we develop greater positive feelings the more we are repeatedly exposed to something.” So the more familiar we are to a buyer the higher the chances of them buying from you.
If you’re going to successfully convert any organisation from being a prospect to being a customer then it’s key that we use the familiarity principle. What we at Sales Icon Coaching preach about is Nurturing our prospects.
It is reported that:
- 44% of salespeople give up after one follow-up
This astounds me! How can we as sales people become familiar with a prospect if after one follow up we give up? It’s just not possible!
To become familiar we must nurture a prospect. We do this by:
- Having regular interactions
- Through multiple channels
They’re the key parts to nurturing. We want to be in regular contact whether that be through phone calls, emails, meetings, workshops, networking, social media. To nurture as effectively as possible we want the prospect to become more familiar with us through every interaction we make.
Be mindful that it’s very rare to gain a customer from a single activity alone. Think of our activity cradle explained in the below article:
Activities have a cumulative effect, each activity slowly adds weight to our proposition. So if we can effectively nurture prospects, over time that output will manifest into sales as more and more prospects become familiar with you, drop their barriers and eventually buy from you.
So take this strategy of nurturing. Use multiple channels to interact with prospects and make your interactions regular.
Let me set you a challenge of putting together your first nurture campaign, just give it a try, I assure you that once you have seen it work once you’ll recognise the power of nurturing.
Pick 10 new prospects whom you haven’t interacted with before – make these cold prospects
Develop a plan for your nurture campaign. You need to determine
- Number of Activities
- Medium of Activities
- Content of Activities
This sounds more complex than it is so let me help you. My starter for anyone whom is a novice in nurture campaigns is to use something like this:
- Timescale = 2 months
- Activity plan
- Activity one – direct mail – some form of personal introduction letter
- Activity two – email – something further on from the initial letter
- Activity three – direct mail – more comprehensive letter
- Activity four – phone call – find out their thoughts on the previous activities, give your propositions and try to attain more airtime (conference call, webinar, meeting)
- Regularity – two week intervals between each activity
Remember this is merely and introduction to a nurture campaign. You can add in other mediums, longer timescales, different content etc.
Be sure to schedule this in you diary. If you’re going to conduct some form of activity every two weeks then be sure to schedule it, one of the catch phrases we always use is:
“what gets scheduled gets done”
If you fail to build this time into your diary then chances are it will slip. So book a recurring time-slot in your outlook calendar, I usually block out two hours depicted as a nurture campaign in my diary.
At the end of your nurture campaign review your progress and if you’ve been successful then instigate another nurture campaign by starting the whole process again. Toy with step two to refine your approach.
Please have a try for yourself, even if you gain one more customer then this approach has been successful. If you have any questions or require further advice then please do send me a direct message on LinkedIn.