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Lead Nurturing

Choose a style​

  • importance of relationship
  • importance of outcome

why bother?​

  • makes a great first impression
  • establishes trust
  • lowers anxieties
  • uncovers needs, objections, and conditions
  • uncover potential referrals and opportunities to connect our company to their network
  • don't begin selling too soon or risk coming off insincere thus causing their anxiety level to rise
  1. the client: understand the facts that will form the basis of the client profile such as age, gender, profession, income, net worth, and other relevant demographics
  2. Relationships: understand the relationships that are most important to the client and those that carry financial or emotional obligation. (Gatekeepers?)
  3. financials: understand current sources of income and any factors that may impact them in the short-term or intermediate-term, as well as the budget limitations and needs.
  4. Influencers: know other professionals that your client works with on a regular basis, including manual labor,
  5. process: understand your client's preferred method and frequency of interaction, and the level of detail he or she requires.
  6. interests: understand the activities and topics taht occupy your client's time and money, including sports, hobbies, religion, politics, medicine, and philanthropy
  7. Goals: understand your client's personal and professional goals and objectives, and his or her intentions for family and loved ones.

Client​

Questions to ask​

  • what kind of business?
  • what types of products/services? (how are they made?)
  • do they rely on vendors for components or capabilities?
  • who are they?
  • how involved are you in the relationship?
  • who buys them?
  • are your clients retail or commercial?
  • who are your client's clients? what is the nature of these relationships?

you may you use all, some, or none of the questions. use the questions that work best for you.

  • age?
  • budget?
  • gender?
  • annual income?
  • buying style?
  • marital status?
  • profession?

Relationships​

  • family member relationships
  • pets
  • introverted / extroverted?
  • school?
  • community?

Financials​

  • who else has input in decision-making

gatekeepers​

  • who else needs to be involved in the planning and decision-making process for the project?

Process​

  • what motivates the client when investing in a service?
  • how many face-to-face meetings would the client want over the course of a year?
  • does the client prefer phone calls, video calls, texts, or emails?
  • how often does the client want to update their website?
  • what influences you to do business with a company?
  • when you have a problem what is your method for finding a solution
  • certain days/time/person you prefer to be contacted
  • is there anything we haven't discussed yet?
  • do you have any experience with past marketing agencies/ web dev companies

Interests​

  • what are the client's favorite activities, TV programs, movies, sports teams?
  • is health and fitness important to the client?
  • what charitable causes does the client donate to? do they volunteer?
  • what does the client enjoy reading?
  • ideal vacation?
  • ideal weekend?
  • what are you passionate about?

Goals​

  • lifestyle desires? (yachts, cars, travel)
  • personal goals?
  • what keeps the client up at night? what worries the client?
  • any major changes expected in the near future?

By implementing an effective lead nurturing strategy, a tech startup can build stronger relationships with potential customers, shorten the sales cycle, and increase conversion rates. This approach helps to establish your startup as a trusted advisor in your niche, ultimately leading to more closed deals and sustainable growth. Lead nurturing in sales for a tech startup is a strategic process designed to build and maintain relationships with potential customers (leads) who are not yet ready to make a purchase. The goal is to guide these leads through the sales funnel by providing valuable information, addressing their needs, and demonstrating the value of your product or service over time. [1]

Key aspects of lead nurturing for a tech startup include: [2]​

For a tech startup, lead nurturing is particularly crucial because​

  1. Complex sales cycle: Tech products often have longer, more complex sales cycles, requiring multiple touchpoints before a decision is made.

  2. Education-driven: Potential customers may need to be educated about new technologies or innovative solutions.

  3. Building trust: As a startup, you need to establish credibility and trust in your brand and product.

Customer Loyalty​

A sales professional that consistently exhibits certain qualities to earn client loyalty.

  • 41.6% Consultative (not pushy, good listener, make it meaningful to them. solve their problems)

  • 10.3% Cost Effective

  • 48.1% Sales professional's relationship with client (character, chemistry, caring, competency)

  • integrity

    • honesty
    • genuine

  • courtesy

  • empathy

  • caring

    • respect
    • trust
    • listening (reinforcing what they say)
    • asking permission
    • gratitude (saying thanks)

  • chemistry

    • compliment them
    • relate to them, person-to-person
    • develop rapport
    • humor
    • finding their passions

  • competence

    • have answers, if you don't, find them.
    • problem-solving

  • consultative

    • ask questions to find their concerns. link those concerns to the company's tailor-made solution for them, the client.

  • cost-effective

    • follow their lead. make them comfortable. motivate them to rationalizing the cost.

Personalized communication​

Tailor your messages based on the lead's interests, behavior, and stage in the buying process.

Questions to build rapport know 7/10 of these things about every client!

  • client's workstyle and project goals
  • name of significant other, children, pets etc if any
  • top three pressing concerns that this project will address
  • client's hobbies and interests outside of work
  • best and worst experience with a sales rep
  • preferred method of communication

Multi-channel approach​

Utilize various channels such as email, social media, content marketing, and webinars to reach your leads.

Valuable content​

Provide informative and relevant content that addresses the lead's pain points and demonstrates your expertise.

Automated workflows​

Use marketing automation tools to create targeted nurturing campaigns that deliver the right content at the right time.

Lead scoring​

Implement a system to score leads based on their engagement and readiness to buy, allowing you to prioritize your efforts.

Timely follow-ups​

Respond promptly to inquiries and engage with leads at critical points in their journey.

Product demonstrations​

Offer personalized demos or trials to showcase your tech solution's capabilities.

Thought leadership​

Position your startup as an industry expert through whitepapers, case studies, and speaking engagements.

Customer success stories​

Share testimonials and use cases from satisfied customers to build credibility.

Continuous optimization​

Regularly analyze your nurturing efforts and refine your approach based on data and feedback.