How many times have you heard of someone following someone else throughout their whole career? Whether its business leaders, celebrities, or even fictional characters, it can be surprising to know when you’ve just followed someone throughout a much extended portion of their life.
But guess what? You could already be doing that with your lead nurturing strategy.
Obviously, this is something that no marketer or salesperson would pass up without making the most of it. The following guidelines should help you navigate the implications:
- Winning a prospect with long-term potential – At some point, your business needs to develop some long-term business relationships for long-term goals. Logically however, this also means the start of your journey with the people and organizations you think will do business with you for a very long time.
- Credibility needs constant reforging– At first, it looks like you have to really solidify your credibility with the client. But as time goes on, it can be difficult. Mistakes are bound to be made. Trust needs to be regained. But more importantly, this happens both ways. You have to be with the client when they make their own stumbles and be there to help them through it.
- Repeat businesses is mutual growth – As you continue to do business, you and your new clients grow. Your lead nurturing process is about maintaining this mutual growth. Both of you will wind up more aware of what the other has developed over the years. Its knowledge like that that can make it very hard for competitors to steal long-time customers. It also helps you predict what your customer would want next.
- You no longer feel so out of touch – Finally, the more you interact with a particular customer, the less out of touch and out of place your business is with theirs. You no longer have to worry about bypassing gatekeepers all the time (they know you there). The prospect isn’t so dismissive when they know how credible you are as a vendor.
This goes without even getting into the more personal implications of having such close ties. All of this is possible simply because you chose to nurture leads to the point that you’re following a prospect throughout their whole career.