We work with a wide variety of clients ranging from startups to large, well established companies. I find it doesn’t matter what size of firm people are at, they often underestimate particularly if they are not in sales, how long the sales process can take. Since I have been selling (just about 20 years), I find that most B2B sales processes take at least six to 18 months; in some cases even longer.
We recently signed on a new client that has taken us almost two years to close. This obviously takes a certain amount of perseverance but it really takes the consistent execution of a sales and marketing plan to see it through.
I have found that to ensure closing success for those opportunities that are in the funnel for a long-time, there are a number of things a salesperson and an organization should consider. Here are 4 ways to nurture leads:
1. Use a Sales CRM
Keeping track of your past and upcoming activities is important. A sales CRM will keep you on track and ensure that upcoming activities related to the prospect are not missed. In addition, the opportunity will be present in your sales funnel and doing a regular funnel reviews will ensure the opportunity is moving forward. Without a sales CRM to keep you organized, I personally believe it would be very hard to manage your sales opportunities particularly those that are in your funnel for a longer period of time.
3. Scheduled Calls and Emails
Maintaining regular contact with your prospect via phone and email will help to keep the relationship warm and ensure you continue to be up to speed on the dynamics of the business from a need, timing and budget standpoint. It will also allow you to keep track of changing personnel that could affect the purchasing process. Over time as well, the consistent contact allows you to build up a trusted relationship and shows your interest in being a partner and supplier to their business.
3. Electronic Newsletter
A more passive way to keep in contact with prospects and clients is through an electronic newsletter. On a regular basis, this electronic communication tool will keep you top of mind with prospects. Be sure to keep the content relevant and interesting. This is normally done at a company level and can be driven through your sales CRM or done through a tool like MailChimp.
4. Connecting on Social Media
Another means of staying connected with your prospect is through social media. This can mean “following” or connecting with them or their company as well as sharing information they publish. By connecting with you they will see your updates in their feed as well.
It doesn’t have to be rocket science, but it does require consistent investment into the sales process. If the opportunity is a good one, and there is a solid fit, then stay the course, you have done all the work to get the sale to this point, don’t give up on it now. See it through and close it.
If you are in need of assistance from a sales and marketing perspective feel free to contact me. I would be happy to see if we can help. Alternatively, if you are simply looking for a source of excellent sales and marketing information, please feel free to sign up for our newsletter or follow us on Twitter.
