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Nurturing Tips to Help you Grow More Customers

Nurturing Tips to Help you Grow More Customers

April 26, 2009

'You don't want to be considered just the best at what you do. You want to be known as the ONLY ONE who does what you do.'

- Bill Graham, Concert Producer

1. Start with a plan

You get to choose what you plant and what you harvest. Identify, individualize and interact with 'A' level prospects and clients. Instead of going after 500 'A' level prospects, pick your top 50 and get to know everything about them. A sample plan for a prospect might look like this:

You get to choose what you plant and what you harvest. Identify, individualize and interact with 'A' level prospects and clients. Instead of going after 500 'A' level prospects, pick your top 50 and get to know everything about them. A sample plan for a prospect might look like this:

Day 1' ' Call them on the phone and then send a follow-up email.
Day 30 ' Send an eNewsletter with information of interest to them.
Day 45 ' Email a recent customer success story from a related industry.
Day 60 ' Send a personal invitation for a forthcoming seminar or conference with a 'lumpy mail' metaphor such as a worry doll or a bank bag.
Day 80 ' Snail-mail a recent case study and personal letter.
Day 100 ' Email a recent article of interest along with a personal note.
Day 120 ' Email a 'just touching base' note.
Day 140 ' Send a follow-up letter (snail mail) with a free report and add another lumpy mail metaphor to emphasize your point and to get the envelope opened.
Day 160 ' Prospect calls you! You now have a new qualified lead!

2. Preparing your 'fields' is half the battle

Database fields put relevant information at your fingertips. True knowledge management means knowing what matters most to your prospects'and true intimacy means managing their experience and creating WOWs at every point of contact. GET INSIDE THEIR HEAD. Walk a mile in their moccasins. Answer these questions for them:

' How will this product or service help my business?
' We're fine right now, so why do we need it?
' Is there a better resource out there?
' Will this solution really work? Do we have proof?
' Is the resource credible?
' Can we afford this?

Over time, and with the right kind of touches, you will have instilled a sense of trust built by those slow 'drips' of kindness.

3. Individualize your approach to nurturing

Few plant species are truly alike. Same is true with your customers. One-to-one marketing allows personalized, relevant, useful, and nurturing contacts to be managed as a process. Even the most inarticulate nurturer can be supported with the right kinds of letters, memos, notes and other relevant expressions of true, well-stated sentiments. If you don't feel comfortable writing your own letters or notes, enlist the services of a professional writer from elance.com.