One of the most dramatic impacts upon New Business Development in
recent time is the increasing use of a formal program for nurturing
leads.
While
we all truly enjoy the immediate gratification that comes from
writing business on the spot when a sales-ready opportunity or lead
is presented to us, many overlook the tremendous potential that
exists when we also establish a lead nurturing program for
key businesses in your marketplace.
What
is it?
 It’s
nothing more than knowing your marketplace, the key employers within
that market and placing and keeping your company’s name and your
name in the forefront of their minds….even though there is no need
for your product or service at the present time.
The key to a successful program is to provide valuable information
to your target on a regular basis so that they become informed and
educated through the realm of your expertise. If you are faithful to
the concept of regular “touches”, you will be perceived by your
target as an important resource and a trusted advisor. You will
earn credibility and you will also become the first person whom they
call when a need does arise.
Lead nurturing is all about having consistent and meaningful dialog
with viable prospects, regardless of what their timing is as it
relates to their buying behavior.
What should you do?
Always avoid a high-pressure, time-is-of-the-essence approach.
Instead, embrace more of a low-key approach and a customer-driven
tact and attitude that focuses on your target. Translate how your
expertise and how your company’s abilities can help them. You need
to create a benefit statement for your target. It should be
about them and not about you.
Subtlety revealed…
this one-page is not about AIM. It’s about helping YOU
develop a system for bringing in new business that really works.
During the nurturing process, you don’t sell, you don’t make
pitches. Instead, you provide insights and solutions.
Do that thoroughly and do it well and you will find that new
business will come your way as a result.
It may be something as simple as an occasional mail piece or company
brochure that summarizes what your company does. Often, a company
newsletter can be used as well if it contains general information
that is helpful to all types of businesses. Some companies share
industry-specific news articles that summarize breaks-through in
technology or service capabilities. Information on new products and
value-added services are always received very well.
Also, take the time to enter your nurturing leads into your CRM
system so that you can better manage the process.
Then, communicate with the target and build a relationship and a
trust factor through special mailings, targeted messaging, the
sharing of success stories and other meaningful “touches” that
enable you to “earn” a position of affiliation, trust and
credibility.
Do you know all of the key employers in your marketplace?
Many business leaders are very active within the community and
consequently know many of the key players. Networking is a very
powerful tool, but you can’t touch ALL of those bases as
thoroughly as you may prefer through simple networking alone.
It’s simply a huge task that can’t be performed thoroughly and
easily.
That’s where the Nurturing “touch” comes into play. Hundreds of
thousands of dollars in new business occur every day simply
because someone like you took the time to build a base for your
future. Lead nurturing is here to stay!
Are you ready to get started?
We’re here to help you begin your exciting journey.
AIM is pleased to provide an unlimited number of “raw”
leads to our customers - totally free of charge. They will be
records that are extracted from our national database based upon
the specific criteria that you select. Raw leads will be
available for the full term of your subscription to our core
listings.
Simply decide on what you would like to have based on a number
of fields within each record. Fields that are available for
consideration include:
|
Company |
Address |
City |
State |
|
Zip Code |
Phone No. |
Fax No. |
Contact |
|
Contact Title |
No. Employees |
S I C |
Industry |
It is important to remember that these records are raw and
unprocessed by AIM. They have not been verified for accuracy and
may not include all businesses in every marketplace.
They are made available to you from a central database of
businesses throughout the U.S. and represent an excellent
opportunity for you to begin a nurturing program.
Guide for Nurturing Data
To ensure that you receive
meaningful and very targeted data for your nurturing program, we
offer the following suggestions:
Geography
- Decide on what specific geographic areas you would like to
receive. This can include any combination of criteria selected
from the above table.
Employee
size – Focusing on company size by number of employees
is a meaningful criterion. Some may prefer very large
corporations while others may prefer smaller, more manageable
sized companies. You can select:
An absolute - e.g., 50 employees
Defined Range - 50 to 250 employees (50-250)
Threshold Range - Everything greater than 100 employees
Type
of Business or Businesses – Your target can be something
very specific, e.g., all of a certain type of business or
specific industry code (SIC) or it can be very general in nature
to exclude certain types of businesses. Some examples of
targeted company types would be:
· All Advertising Agencies
· All Governmental Offices
· All Real Estate Companies
· All Attorneys
· Everything except Retail, Manufacturing,
Religious
and Recreation
· SIC 872100 (Accounting & Bookkeeping)
We recommend that you
proceed conservatively. Don’t bite off more than you can chew.
After all, there are approximately 25 million businesses in the
U.S. and you should focus upon those that truly meet your
appetite for preferred business.
Here are some examples of reasonable and logical specifications:
• All Medical
Clinics in Orange County, California with an employee size of 50
or more.
• All
Businesses in Area Code 212 except Retail with 100 or more
employees.
• All
governmental offices in Sacramento, California.
• All
Educational Institutions in the state of Rhode Island
• All doctors
and lawyers in zip code 06051.
• All SIC
872100 in the city of St. Louis
Remember, you can ALWAYS
come back for more!
NEXT STEP?
Give us a call at 410.420.2201 to place your order for your FREE
Nurturing Leads.
(Must be a subscriber to AIM Business Leads)
Good Luck & Good Nurturing!
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Phone: 410.420.2201
Email:
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