Lead nurturing is an excellent tool for new prospects; especially those who aren’t quite ready to buy yet. Lead nurturing helps sales people build relationships with prospects while ensuring prospects keep the vendors solutions top-of-mind. All of this is great for prospects; but, what about the benefits to existing customers? Businesses rarely think of lead nurturing as a tool to help their customers. Let’s explore one way you can use lead nurturing to keep your customers.
Simply put, lead nurturing will help keep your customer’s business. Let’s suppose you’re running a subscription-based business. Every year, or every contract period, customers need to renew. Discussing renewals with customers you’ve rarely communicated with over the current contract period can be uncomfortable at times. It’s natural to think – “if ain’t broke don’t fix it” – so why wake the sleeping dog. But, is that the best way to practice business? Nurturing your customers during their contract period will keep the relationship warm and invite your customer to provide you with feedback. But remember, it is imperative you send lead nurturing content from a person, such as an Account Manager, rather than a company. Company-to-individual communications are much more impersonal than one-to-one communications.
Even if your company is not selling subscriptions then they’re probably selling perpetual licenses – unless they’re in the business of providing services only. Most perpetual licenses have a Maintenance and Support fee associated with them. Consider the opportunity to use lead nurturing to secure customer’s Maintenance and Support payments as well.
Start using lead nurturing to keep your customers payments coming and you’ll find your renewals, as well as relationships, much easier to manage!
Learn how Lead Liaison’s nurturing solutions can help you secure revenue with your existing customers! Contact us today!
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