We all know someone who has a green thumb.
They painstakingly water and fertilize… and, sure enough, their fresh flowers and plants are always greener and make everyone else jealous.
In the same way, in any marketing or sales office, there’s always an employee who is a nurturer to clients. This person is a relationship-builder who is comfortable working with a long-term mindset with potential leads.
Sadly, not all of us can say we’re that nurturing salesperson. We neglect the tedious process of nurturing for the sake of a quick sale. This is a quintessential hunting mentality.
When you meet a potential customer face-to-face, you gauge their level of interest in your business. In the same way, people online are also engaging with your company with different levels of interest. Instead of recognizing these varying degrees of engagement, typically, businesses tend to treat online leads from a hunting perspective and view nonresponsive online leads as not worth their time.
A lack of response from an online lead doesn’t necessarily mean the customer isn’t interested or aware of your value proposition. The modern mindset for online sales is more about nurturing.
Take a moment to think about farmers. They take precious care of their fields, investing time in preparing and selecting the right seeds, planting many seeds, and focusing their attention on the ones that sprout. They tend to their fields for an entire year, knowing that without proper care and attention, they will have no crops to show for their hard work.
Think about online engagement in the same way. Unless you operate an e-commerce site, it isn’t about whether or not the visitor is clicking “buy now” this very moment. Typically, only about five percent of your visitors will complete a contact form - and about half of online leads won’t respond to your initial outreach - but this doesn’t mean online leads are bad. They’re just not ready quite yet.
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The 2019 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.