If you're in sales, you may feel like you're trapped in a constant cat-and-mouse game with your prospects, forced to chase them around until they're ready to buy. This usually means that you need to make relentless follow-up phone calls so they won't forget about you. But is there a better way to create top-of-mind awareness (TOMA) with prospects without investing so much time? For many salespeople, the best solution is to create an automated lead nurturing campaign.
If you plan to use email to keep in touch with people, it's important that every email message creates value and earns their trust. This means that you'll want to avoid sending those marketing materials your company created. You'll also want to quit "checking in" to see if the prospect is ready to make a decision. These types of approaches are self-serving and worthless to the prospect.
It's time to create a lead nurturing campaign that delivers information and resources that are relevant and useful to your prospects. You're probably wondering what kind of content to send. Here are my recommendations:
A lot of companies have a monthly newsletter they mail or email to clients and prospects as a way of keeping in touch. Once a month, the marketing department sends an email blast out to the world, and everyone gets the same message. But does this approach actually generate leads for the sales force?
Instead of emailing your prospects and clients the typical promotional product information, why not send them a relevant article, white paper, or video that will actually bring them value? It's much more interesting for the prospect, and it shows them that you're thinking about their business.