Do you think there is a need to nurture sales? If not, you may be sabotaging your own revenue opportunities.
It’s important to recognize there’s a need to nurture.
Many startups are driven by ‘revenue panic’ while other, more established businesses may be driven by the demand for quarterly revenue increases – in either case they need to practice nurturing — and to not simply walk away from prospects that aren’t buying immediately.
Time versus Nurturing
In many cases sales may deem certain prospects unsuitable because they aren’t going to buy in the next quarter. This short-term view, driven by panic for cashflow or relentless revenue goals, needs to shift to a solid nurturing approach, with opportunities and prospects being added to a long-term nurturing process which is reviewed, measured and a part of the marketing plan.
Trust goes hand-in-hand with Nurturing
The importance of trust is well documented in the transactional sales cycle. Numerous studies over many years draw attention to it’s importance in winning more opportunities, prospects and ultimately new customers. But how do you build trust?
By relationship, little by little, via nurturing. Relationship building is good for everyone – good for both seller and buyer. We have all heard anecdotes of the customers that follow a good sales person elsewhere? That is the power of relationship – and the importance of nurturing it within the sales cycle.
As well as dissolving uncertainty and risk for the prospect, it ensures that you, the seller, are really listening. Whether it is the messaging you create, the communications you send or the calls you make; take the time to listen, nurture, build relationship.
How patient do you think you are with opportunities to nurture sales and to help your prospects at all stages of the sales cycle?
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