Using Lead Nurturing to Build Trust and Establish Long-Term Clients
Use lead nurturing to build trust and establish long-term clients. It’s always interesting to hear business owners talk about how they don’t have time to “court” leads. The purpose of lead nurturing isn’t to create an extra, unnecessary step in your closing process – it’s about making more money and increasing your bottom line.
It’s also about establishing trust. Customers who are more reluctant to part with their money will require lead nurturing but will also come to you further engaged in the trust process. It might not seem like developing a lead nurturing system will save you time in the long run, but you’d be surprised to learn how much more hands-off clients will be when you develop trust before starting work.
Lead Nurturing to Build Trust: The Financial Adviser
To prove this point, we talked with a financial advisory for a major bank who prefers to remain anonymous. He has a robust, multi-step lead nurturing process that takes place before he counts a lead as lost. There’s not room to discuss his funnel in this article, but his process is so tight he actually didn’t want to disclose much of it – or reveal his name.
“It’s not like you’re bugging leads,” the adviser tells us. “When I say 12-step process for lead nurturing I’m not talking about sending them 12 emails, or even making 6 calls and sending 4 emails and 2 mailers. It’s about assessment and lead quality. What do these people need, and what can I give to them?”
He continues, “It’s not just about a solution to their pain, it’s about connecting on a personal level. Sending out cards for birthdays can be a lead nurturing step. Throwing a mixer, inviting a select group of potential clients who would have a great time together or putting on a relevant class is a lead nurturing step.”
So we get it – the lead nurturing process isn’t just about figuring out what to say to get someone to buy from you, or to reach out to them using their preferred method of communication. It’s about what works – not just on a business level, on a personal level that deepens trust and highlights the connection.
Lead Nurturing Systems: The Advertising Agency Owner
To get a second opinion, we talked with an advertising agency owner. While her lead nurturing system requires far fewer steps, she mentions that a longer hiring process tends to lead to a longer working relationship over all. We asked how lead nurturing processes affect client retention level over the long term.
She says, “Building trust is the best thing you can do to keep long term clients. The lead nurturing process is a good way to build trust before you’re even hired. You’re showing you’re reliable because you want this sale – and the longer you invest and the more you nurture, the more of a stake you have in the client’s future. They pick up on this and hold you accountable.”
Lead nurturing systems are as different as the personalities of clients they bring on. By developing a lead nurturing system that addresses your potential client’s particular needs – both on a business and personal level if applicable – you’re giving clients that extra level of service that could get you the sale.
Lead Liaison has a sophisticated lead nurturing suite that will take the legwork out of lead nurturing and tracking for businesses of any size. Try us out today!