B2B Lead Nurturing- Never Let Go of your Financial Leads

B2B Lead Nurturing: Never Let Go of your Financial Leads Anymore

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It should not come across as a surprise when a financial lead suddenly expressed disinterests. But commonplace as they are, rejections are a bane to productivity and profitability. In many cases, they happen because firms fail to realize a strong lead nurturing system.

Without using the proper techniques, it will be easier for a prospect to fully elude your grasp – otherwise, you can take these important steps that can also work for financial services providers, courtesy of CallProof CEO Robert Hartline:

Monitor Leads through LinkedIn

Many major deals happen when prospects change jobs. Be sure to connect with your prospect on LinkedIn after your first face-to-face meeting, phone call or email exchange. LinkedIn is an ideal way to monitor your prospect’s job changes and alert you to opportunities.

For example, you’re connected to Billy, your contact at XYZ Company, on LinkedIn. Billy didn’t buy from you, but you know that XYZ Company is a good prospect. You follow Billy on LinkedIn, and three months later, you notice that Billy has a new job at another company.

If Billy was a gatekeeper that kept you from selling to XYZ Company, you now have another opportunity to make a new contact at XYZ. If Billy was a friend, you can reconnect with him and see if he is able to make purchase decisions in his new position.

Know the Prospect’s Purchasing Window

The right time to nurture a lead depends on their buying timeframe. For example, if a lead is buying school supplies for a high school, you’ll need to know their window for budgeting and purchasing those supplies before the school year starts. This will help you to nurture them before they make a decision.

Track Your Seasonal Lead Volume

Every industry has times during the year when their products or services are hot. If you nurture your leads before these times, they will be more likely remember you when they are ready to buy.

A good rule of thumb is to look at your own company’s lead volume for cues. For CallProof, it’s at the beginning of the year, when companies are revamping their sales strategies. Or if I’m in the landscaping business, and my call volume is heavy in March and April, I know February is a good time for lead nurturing. Then I can use direct mail to contact my leads, or I can redirect their email addresses and phone numbers into a social media campaign on Facebook.

Timing is everything in B2B lead nurturing. As the saying goes, “It’s hard to sell someone dinner when they’re full.”  Show your leads the steak when they’re hungry. No matter what business you’re in, timing is the key to nurturing leads and turning them into sales.

Top Marketing Tactics that B2B Cleaning Companies can get from B2C

Top Marketing Tactics that B2B Cleaning Companies can get from B2C

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For many B2B cleaning companies, getting the attention of target clients and converting them into qualified commercial cleaning leads is tantamount to cleansing a corporate restroom of grime.

They may as well try these solutions that worked best for many B2C enterprises, as outlined by New Destiny Media’s John Pate:

1) Overeducate

Many of the potential leads coming to your website aren’t ready to buy. They’re just aware they have a problem. You’ve encountered that kind of prospect, right? They may be aware their current company is not doing a top notch job, or they’ve been trying to clean using their own employees.

Draw upon your knowledge and write educational pieces that will intersect your potential customers at their pain points. That way, you build trust and perceived capability.

2) Identify Your Audience

As you publish all that great educational content on your website, make sure you keep your target audience in mind. Who is your audience? You may have to search to find out.

Go online and start entering search terms just like one your potential customers would. See what pops up. You’re looking for forums and user groups. Check out some of the questions they’re asking. To your horror, you’ll find out not every “expert” knows what they’re talking about. Fodder for your blog! This really is the key to publishing online: Find that narrow little niche everyone else has missed and share some helpful information about it.

3) Simplify your Buying Process

Successful B2C companies have this down really well. Go online to your favorite retailer, find a product, click “add to cart,” checkout, done. Many online B2Cs even save your credit card information making it ever so simple to buy.

If you’re quoting to large corporate entities, they’ll love a clean and smooth look to your sales process. Just because you’ve always done it one way doesn’t mean you can’t change.

4) Give Something Away

Have you ever bought a bottle of wine after tasting some of it? Personally, I love “supermarket grazing.” I think the local Sam’s Club has this hands-down. Sure, some people get annoyed, but if Sam’s wasn’t successful at the practice, do you think they’d be giving product away and paying people to give it away?

Here’s a cleaning supplies vendor who’s giving away some product – Procyon. If they can, you can. By giving something away you:

  •         Look like a hero.
  •         Build trust.
  •         Educate your customer about new products.
  •         Sell your service along with using the product. Make your vendor happy too.

5) Relate at a Human Level

Today, business people are looking for solutions more than the services you’re providing. So you need to be able to interact with your prospects at the level of their goals and needs throughout the entire sales process – the first seven seconds of your first touch being the most critical (source: Forbes).

Commercial cleaning organizations can also employ top notch lead generation services to help them get their message out and pull potential clients in.

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