Written by: Vickie Sullivan | October 09, 2014
How To Nurture The Unready
This article from CMO Council’s Marketing Magnified™ has a great point: “qualified lead” is a big term that can mean many different things. Confusing qualified leads and those qualified but unready to buy opens the door to wishful thinking taking the lead. (That’s the #1 reason why we spend too much time on folks not yet ready to work with us.)
Favorite finding: some folks come to us in research mode. They are trying to get their heads around their situation or challenge and want to learn all they can before buying. While tempting to drop these people, let’s pause and ask ourselves: what is my nurturing process? How much time am I willing to spend? What content do I have that will educate without my personal attention?
By separating selling processes and nurturing processes, we get clear expectations about our opportunities. We don’t assume someone is ready to buy because they have a problem and the resources to fix it. We are less seduced by the C-suite job titles and more interested in where they are at.
This relationship building can pay off. Balance the two, and watch your pipeline increase.
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