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How can you build relationships with prospects who are not ready to buy?

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You have a great product or service that can solve your prospects' problems. But not everyone is ready to buy from you right away. Some may need more time, information, or trust before they make a decision. How can you build relationships with these prospects and keep them interested in your offer? Here are some tips to help you nurture your leads and turn them into loyal customers.

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Kevin Yao
Gary Vurnum

I help experienced small business owners uncover the ONE key factor driving their success, so they can focus on it and…

1 Provide value

One of the best ways to build relationships with prospects who are not ready to buy is to provide value to them. Value can be anything that helps them solve their problems, learn something new, or achieve their goals. For example, you can offer free resources, such as ebooks, guides, checklists, webinars, or podcasts, that address their pain points and educate them about your solution. You can also share useful tips, insights, or stories on your blog, social media, or email newsletter. The key is to provide value without being too salesy or pushy.

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Kevin Yao
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Bring technical knowledge and best practices as well as though leadership to prospects will build a trusted relationships that last. This is like going into a new dentist where we have never been treated before and we take the time to evaluate, trial and error until we feel completely comfortable in engaging further. Focus on what we can do for the customer rather than focusing on how we can close the deal.

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Gary Vurnum

I help experienced small business owners uncover the ONE key factor driving their success, so they can focus on it and grow without feeling overwhelmed.
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The easiest way to add value is to forget about trying to sell! An attitude of giving first will always resonate better with a prospect than a glorified sales pitch dressed up as content. You'd be surprised at how many future customers will just be 'lurkers' on social sites whom don't directly interact with likes or comments. They will be consuming the content you put out silently - and the more value that you deliver without being pushy for the sale - the easier it will be for your customer-to-be to approach YOU first! And... once they do that - you know that you have already pre-sold them on what you offer.

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2 Segment your prospects

Not all prospects are the same. They may have different needs, preferences, challenges, or stages in the buyer's journey. To build effective relationships with them, you need to segment your prospects based on relevant criteria, such as their industry, location, role, behavior, interest, or readiness to buy. By segmenting your prospects, you can tailor your communication and offer to their specific situation and needs. You can also use tools like CRM software or email marketing platforms to automate your segmentation and personalization.

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Dr. Ashley H.
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Segmenting people is a good idea, and you'll have to determine the best way to do that in your area. Here are some questions I ask to determine possible segmentation: (1) How do you envision us working together? (2) If we work together and you get everything you want, what does that look like? How do you feel like I can help you get there? And then I ask for permission to contact them and suggest a time period on when...for example, "I hear that you aren't ready to work together yet because you need to set up ______. Can I check in with you in two weeks to see how you're doing?" When you ask for permission and give them a time frame, it gives them the freedom to say yes and accept that time frame or tell you a different one.

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3 Communicate regularly

Building relationships with prospects who are not ready to buy requires consistent and timely communication. You don't want to bombard them with too many messages, but you also don't want to lose touch with them. You need to find the right balance and frequency of communication that keeps them engaged and informed. You can use various channels, such as email, phone, social media, or chat, to communicate with your prospects. You can also use a mix of content formats, such as text, video, audio, or images, to appeal to different learning styles and preferences.

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Tia Bankes

Senior Consultant at The Andersen Partnership | Qualified Finance
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The clue is in the heading ‘building relationships’. Whilst commercially we need to sell, building relationships with various stakeholders is probably one of the most rewarding parts of working in sales. How many salespeople do you think call their prospects to see how they are doing, or ask about their weekend? I’ll tell you - hardly any. Using communication to not just sell sell sell, but also to make your job enjoyable is key

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4 Ask for feedback

Another way to build relationships with prospects who are not ready to buy is to ask for their feedback. Feedback can help you understand your prospects better, improve your product or service, and show that you care about their opinions and satisfaction. You can ask for feedback through surveys, polls, reviews, testimonials, or referrals. You can also use feedback to create social proof and credibility for your brand and offer. When you ask for feedback, make sure to thank your prospects, acknowledge their concerns, and act on their suggestions.

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5 Be human

Finally, building relationships with prospects who are not ready to buy is not just about providing value, segmenting, communicating, and asking for feedback. It's also about being human. You need to show your prospects that you are not just a faceless business, but a real person who understands their needs and wants to help them. You can do this by using a friendly and conversational tone, sharing your stories and values, expressing your emotions and empathy, and adding some humor and personality to your communication.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you build relationships with prospects who are not ready to buy?

1

2

3

4

5

6

1 Provide value

2 Segment your prospects

3 Communicate regularly

4 Ask for feedback

5 Be human

6 Here’s what else to consider

Small Business

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How can you build relationships with prospects who are not ready to buy?

1

2

3

4

5

6

1 Provide value

2 Segment your prospects

3 Communicate regularly

4 Ask for feedback

5 Be human

6 Here’s what else to consider

Small Business

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