While it’s important to always be looking for ways to bring in new clients or customers, what many businesses don’t focus enough of their attention on is how to go back to their old lead and nurture them into current sales. But because keeping customers or clients is often much less expensive than getting new ones, it’s important that your business has a plan for caring for current patrons as well as those who didn’t quite make it through the sales process the first time.
To help you figure out the best way to accomplish this, here are three ways your business can nurture old leads.
Learn Why The Lead Died
The first step in learning how to nurture your old leads is to spend some time figuring out what happened to that lead in the first place. Leads die for all types of reasons, and if you’re able to find out why, you’ll be better able to cater your nurturing efforts to them.
To help you with this, Jia Wertz, a contributor to Forbes.com, suggests that you segment your old or dead leads into the reasons why they didn’t convert in the first place. This could include things like not being convinced regarding your product or service, choosing your competitor, or simply just disengaging with you. Once you know this information, you’ll be better able to choose what strategies you’ll use to get back in the good graces of that lead.
Don’t Underestimate The Power Of Email
One of the most effective strategies for reaching back out to an old lead and rekindling that relationship, according to Neil Patel, an online marketing guru, is through email.
While this might seem like an old fashioned or basic way to nurture a lead, sending out a personal email to an old lead is still one of the best ways to get that lead interested in what your company has to offer and encouraging them to convert like they didn’t before. Because of this, it’s important to always maintain as accurate information about your leads as possible so you have the option to reach back out at a later time.
Stop Focusing So Much On Selling
When you’re working on nurturing old leads, you might find that you’re too focused on selling to really connect with your leads on a real level. Sadly, this can cause your old leads to move further away from you rather than closer to you.
To combat this, Seth Price, a contributor to Marketing Land, recommends that you try to focus more of your time and energy on nurturing that relationship rather than merely on selling. This will require you to learn more about your lead and where they are in the sales funnel.
If you’ve realized that your business isn’t spending the money and effort on nurturing your old leads like you should, consider using the tips mentioned above to help you address these issues.