B2B Lead Nurturing

Forget "Who moved the cheese?!"

Who moved the #^%* fridge?!

The reality is that consumers and business buyers are much more sophisticated now than they were a mere three years ago.

If they want or need something, they're just as apt to go online and research the best deal for themselves. Their time is at a premium. So they sit at their computer, they do their research, they weigh the alternatives, and they make a decision.

During the same period, the number of vendors offering goods and services online has increased to avalanche proportions.

So what every is a poor sales guy or gal to do? You know..., to make sure you're one of the alternatives being evaluated?

Along with this increased sophistication has been an evolving attitude towards salespeople. The sad truth is that most consumers and business buyers are just plain dog tired of "pesky" salespeople. Instead, they're looking for sales advisors who'll guide them through the buying process once they've narrowed their selection down to a few, someone who'll assure most importantly that they're not making a mistake.

The age-old problem

Why is it you suppose, in the past on up to this day, that most most lead generation programs fail? It has little to do, really, with lead generation. The #1 problem with most lead generation programs is a follow-up problem, or rather, the lack of follow-up and follow-through.

When the average company attends a trade show, they collect leads of people who visited their booth. But then then without proper planning, and without the execution of a coherent plan, there's no system of prioritization or follow through. When everyone gets home, the leads go in a drawer where they collect dust. It's a complete waste of time and money. Does that sound familiar?

The new problem compounds the old

Most buyers conduct extensive research to make sure what they're buying is the best, so that they don't make a mistake, and end up looking foolish in front of their boss and their associates. That's why it's said: "No-one ever got fired for buying IBM."

Consequently, even though a prospect has expressed an interest in what you offer, the timing is wrong because it's the wrong time in the customer's buying cycle. Consumers and Business Buyers need assurance that what they're buying is the best, and maybe, while you look good, you don't look like the best.

So what do most typical sales people do with all the leads that did not have an immediate need? The "B" and "C" leads? They neglect them, and and let them die on the vine, instead of continuing to educate them, and guide them through the buying process.

There is no greater destroyer of trust than lack of follow-through.

Solving the age-old problem and the new one too

If you had a system in place to communicate with these folks, you could create a plan and execute the plan to nurture them through the sales funnel.

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