Nurture

Nurture marketing is a process. It is a decision to pursue a select number of targets repeatedly throughout the year. We use nurturing to break into a market or expand to the next level of client. The frequent, repeated touches reinforces a firm’s name, image and abilities so when the opportunity comes for a prospect to switch, the firm’s presence is already established. 

Why nurture?

Good prospects take time to convert. You can get lucky with an immediate win, but to win most quality prospects requires making them aware of a firms abilities and comfortable with their firm. The larger the prospect, the greater the need to start selling with an introductory call focused on developing a relationship, before trying to sell a specific service.

Doesn’t our firm newsletter do this already?

A newsletter develops some name recognition, but the true value a nurture program provides is in the executive calling we conduct. Newsletters are missing the personal communication that occurs when we call prospects.

Typical Prospecting Problem

A firm with a sizeable non-profit niche is losing prospects too often. The common thread is price. Their pricing seems in line, if not below market for firms of their size, so why are they losing? The likely cause is poor targeting. The prospect they invested time talking to, visiting and preparing a proposal, was smaller and able to engage a less qualified, lower cost firm. The firm was selling to the wrong prospect. The way to minimize this from occurring again is to break down their current list of non-profit clients by size, then start targeting prospects that represent their mid to upper level of existing client, and the next tier up. We help our clients understand this before we determine who to pursue.

How do you start a nurture program?

We can explain this when you call. We do not hard sell and do not want clients that are a bad fit. So, call and we will take as much time as you need to explain the nurture marketing process.