Why Do Leads and Prospects Need to Be Nurtured?

The most common response to lead generation activity is, "We're not interested."  Other responses are, "We don't need that now," or "We don't have the budget."  There are many reasons why people don't want to purchase now.  It doesn't mean they won't be prospects in the future. 

Nurturing leads and prospects means keeping in touch with the contact person, sending relevant information and continually probing for need.  Most importantly, you are trying to establish a relationship with the lead or prospect.

The first part of nurturing is creating awareness of your product, your company and yourself.  Leads and prospects have to know who you are to be able to work with you.  Sending emails, letters, press releases, product literature, etc. on a regular basis can keep your message in front of a lead or prospect.  It's often called a drip campaign.  You consistently drip your information in small amounts.

The second part of nurturing is building a helping relationship.  You can provide guidance and knowledge to the person so they become better educated about your company, product and yourself.  Over time a little bit of trust and reliance builds.  When the lead or prospect is ready to move forward they feel like they know who you are and can trust you.

Here are the most common market cultivation strategies.
1.  Personal Messages
2.  New product releases
3.  Newsletters
4.  Press Releases
5.  Invitations
6.  Product Awareness Bulletins
7.  Industry Updates
8.  Product Demonstrations
9.  Web demonstrations
10. Website Articles