subject: Common Mistakes To Avoid While Executing Lead Nurturing Process [print this page] Lead nurturing is a critical task that needs ample attention from sales reps to convert a prospect into a client. But all too often a number of leads that are generated end up in scrap heap because of the lack of astuteness on part of the sales reps. In fact if not properly managed, many a qualified leads can turn into "not interested" responses. There are some common mistakes that sales reps do and that finally become instrumental in killing the leads.
Lead nurturing without business intelligence to back it
Sales leads can be of different types and yet many sales reps fail to execute their sales follow-up process in accordance with the latest business intelligence available about those leads. Sales reps should be completely aware of the prospects and about their business operations before making an appointment-setting call, or a follow-up contact- a golden rule in lead nurturing.
Knowledge about the prospect such as whether prospect has already invested in a competitor's solution and if thats the case then whether it is a short term or long term investment, etc all these information can give you a fair idea about how you should approach the viable prospect. Try to probe for prospects pain issues and use that information to your advantage, as your pathway to appointment-setting. Lead nurturing is all about maintaining a meaningful dialog and building a trust in the prospects about the potential of your solution to resolve their respective issues. So instead of rushing into appointment setting for closing deal, spend some time to comprehend prospect's challenges.
Disparity between expectations impacting lead nurturing
Quite often because of the mismatch between prospects current position in the buying cycle and the sales reps expectation for immediately closing a deal can cause a qualified lead to be discarded early in the process. So it is important not to treat every lead the same, because they are not. At times even the interested prospects are not in the position to make a purchase immediately. Dont try to put words in your prospects mouth at the first go, lest you will push the prospect to a defensive mode. Instead focus on pitching by providing valuable insight and knowledge about your offering to prospects up front. If you are able to successfully establish yourself as a trusted advisor and build a rapport with the prospect know that you have made your case. It is important to understand that every prospect with a paint point will not be a slam dunk. You will need to put time and effort to convert the lead into sale- the very essence of lead nurturing.
Making budget enquiry too soon in lead nurturing process
More often than not sales reps make the dreaded mistake of asking the prospect about the budget too early, thereby smothering a potential deal. This in way belittles the prospects credibility and makes him or her feel pushed. In fact the best way to go about it is to talk about costs and show them the economic the benefits of using your solution. This way prospect feels assured about your offering and feels willing to share with you more about the organization's specific needsincluding the budget.
Conclusion
Lead nurturing is about building trusted relationships and pursuing the prospect by creating a mind share that ensures the lead about quality of service you are going to provide.
