I have endless trouble convincing people of the true value of long-term marketing nurture. Marketing nurture isn’t an abstract, nice-to-have thing. It’s an essential, core business system.
I came across the following image yesterday on a Fix Your Funnel webinar. The image is meant to represent your different core business systems.
Image credit: Fix Your Funnel
In this model, you spend no time trying to sell to people who have not spent any time in your nurture process. The nurture process is a customer education process that must be gone through to get to your sales process.
Without a marketing nurture system, marketing and sales interface directly. In your marketing you might run ads, on Google, Facebook or wherever. You may go networking. You send direct mail. And when a lead comes in you immediately try to close the deal.
This direct interface between marketing and sales creates all kinds of pressure, both for you and the buyer. You end up having sales conversations with people who don’t yet trust you. These people often aren’t ready for a sales conversation. They don’t yet see your value, so your only option is to throw discounts at them.
The buyer feels this pressure too. Often they’ll say they need to ‘think about it’. When a prospect says this they’re really telling you to back off.
Most people think of marketing nurture as a never-ending stream of emails. A never-end of stream of emails may be part of your nurture system, but you can also sell products as part of your marketing nurture. Marketing nurture can be any sort of information; emails, books, newsletters, audio CD’s, MP3’s.
I now have a barrier in my business where anyone who wants to work with me on a project has to have first read my book, the Marketing Nurture System. It’s a small barrier between my marketing and sales processes. Prospects who try to skip the nurture process and jump straight from marketing to sales are invariably nightmare clients to work with.
The end result is a nicer sales process where you only ever speak to educated prospects who understand your value.
Surely we could all benefit from that?
P.S. If you still don’t own a copy of the Marketing Nurture system you can pick up a copy here.