Lead nurturing is more than just getting lots of marketing materials and information into the hands of your prospects
|Scooped by Barry Deutsch|
Good article on using content marketing to develop leads. I've seen many chairs get frustrated by the number of contacts, referrals, targeted CEOs that don't respond to their invitations to discuss Vistage.
I think the problem is that you might be trying to close too hard before gaining trust. Instead of calling to discuss the value of Vistage, perhaps the first step should be sharing information that is of value to them (whether thye buy - sign up - or not). I realize this might fly in the face of conventional tactics.
Here's the quote from the blog article that struck home for me
"So the next time you’re talking to a lead, remember that they first have to know, like and trust you before they’ll do business with you, and forget about the lame rehearsed pitch you thought you needed and hate using. Instead, conduct a meaningful conversation about the latest whitepaper (or article, or blog post, or instructional video) that you can get to them. They’ll remember you and want to know more."
I never ask clients whether they need my executive search services or hiring consulting help. I provide a wealth of content around their pain points in hiring, and those that feel the pain, raise their hand and ask to engage with me. There is NO selling in the process. The minute someone feels like they are being SOLD - they back away - especially if deep trust has not yet been established. The higher up the food chain you go - CEOs - the more cautious, conservative, and skeptical your prospects become.
What are you doing to "grease the proverbial skids" before pitching CEOs by building trust. Are you sharing information that will help them without asking for something in return?
Social Media Coach to Vistage and TEC Chairs