Sales are all about developing relationships. Like any relationship, the connection between dealer and customer takes work to establish and maintain, regardless of whether it’s a prospective or existing customer. In the sales world, this skill of developing and maintaining successful relationships with customers is known as lead nurturing.
Lead nurturing is a sales skill that focuses on developing and reinforcing relationships with current and potential customers. As many as 80% of new leads never end up making a purchase, so building a compelling lead nurture program is crucial for curbing that drop-off.
By establishing connections with customers throughout every stage of the sales funnel, it’s easier to offer opportunities and information that will be useful and help encourage purchases without being overbearing or spammy. Ultimately, the goal of any effective lead nurture program is to increase sales, but there are other metrics that indicate success, including:
While measuring your success is important, what’s more critical is establishing a lead nurturing campaign that’s carefully calibrated to your customers and their needs. Although there’s no one-size-fits-all approach for this, there are some best practices and techniques you should be following.
Ultimately, the best way to nurture your leads is to personalize your marketing efforts to the needs of your target customers. Your leads are more likely to move down the sales funnel to an eventual purchase with consistent and relevant communication.
For more tips on growing your business with better marketing and sales techniques, reach out to your Dealer Relationship Manager today!
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