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Do you nurture prospects or just pester them?

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Staying in front of your prospects is essential for sales success; it often takes between 10 and 12 emails or calls before you can connect. And, in most cases, your prospects are not ready to make a change.

So, how can you nurture prospects and keep in touch without being a pest? And, more to the point, how can you contact prospects in a way that elevates your credibility? The key is to become a content curator, someone who sifts through the morass of available information to find those resources that are of interest to your prospects.

Of course, this means two things: First off, you need to be constantly on the look out for the right kind of information. Each day — or certainly each week — take time to read and educate yourself. Sign up for industry newsletters. Watch relevant videos. Check the business press outlets. Browse magazines your prospects are likely to read. Get the picture?

Second, send your prospects an email or letter with a short note. For example, you might say “Based on our previous conversation, I thought you’d be interested in this” or “If you’re like most sales VPs I’ve worked with, you might find this article interesting.”

And don’t forget: You can send the same tidbit of information to multiple prospects. And do it often — weekly for hot prospects, monthly for longer-term opportunities.

By assuming the role of content curator, you will become a trusted resource in your field. And when it’s time for prospects to make a decision, you’ll be the obvious person to consult.

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Jill Konrath is the author of SNAP Selling and Selling to Big Companies. If you’re struggling to set up meetings, click here to get a free Prospecting Tool Kit.


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