Podcast Center
Video Center
Webcasts
Resource Center
Events
March 01, 2014 at 11:00 PM
If you want to win your dream clients, you have to nurture relationships with those people over time. You have to make the deposits that help you become known as a value creator, someone they can turn to for guidance.
Here are 5 rules for nurturing your dream clients (and avoiding the mistakes most salespeople make:
1. It must come from you. If something shows up in your dream client’s inbox from marketing—even if it has your name on it—it’s spam. You are the one nurturing the relationship, so any deposit made toward that relationship must necessarily come from you. Later, you are going to ask for your dream client’s time, so you must do the nurturing.
2. It must not be behind a wall. Let’s say you have some killer piece of content your dream client might benefit from reading. If you send a link to that content which requires him to enter his name, email address and phone number in order to download it, you are not nurturing the relationship. Send him the white paper, case study or idea directly.
3. It must contain a personal note. If the note you send is written by marketing and intended to be used in every email you send, it is not nurturing. You have to send your communication with a personal note, and it’s even more powerful if you know something about your dream client and can include it. Without the personal note, we’re back to spam.
