What are the common mistakes to avoid when nurturing and following up with leads?

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Nurturing and following up with leads is a crucial part of consultative selling, but it can also be challenging and frustrating. You want to build trust and rapport with your prospects, but you also don't want to annoy them or waste their time. How can you avoid the common mistakes that can ruin your chances of closing the deal? Here are some tips to help you nurture and follow up with leads effectively.

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1 Don't spam them with emails

One of the worst things you can do is to bombard your leads with generic and irrelevant emails that offer no value or insight. Not only will this damage your reputation and credibility, but it will also make your leads ignore or unsubscribe from your messages. Instead, you should tailor your emails to your leads' needs, goals, and challenges, and provide useful and relevant information that can help them solve their problems or achieve their desired outcomes. You should also segment your leads based on their stage in the buyer's journey, their level of interest, and their preferences, and send them personalized and timely emails that match their situation and expectations.

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2 Don't call them without a reason

Another common mistake is to call your leads without a clear purpose or agenda. This can make you seem unprofessional and desperate, and it can also annoy your leads who may not have the time or interest to talk to you. Instead, you should call your leads when you have a valid reason to do so, such as to confirm an appointment, to follow up on an email, to share some valuable information, to ask for feedback, or to move them to the next step in the sales process. You should also prepare for your calls by doing some research on your leads, setting some objectives and questions, and anticipating some possible objections or concerns.

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Jim Hinshaw

Vice President of Sales at Service Nation
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Avoid the overused phrase: “just checking in”, it doesn’t add value. Instead, try something like: “I was thinking of you today, met with another client who had similar (problems, opportunities, values, markets) and here is the solution we put together.”

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3 Don't forget to add value

Another common mistake is to forget to add value to your leads throughout the nurturing and follow-up process. This can make you seem like you are only interested in selling your product or service, and not in helping your leads achieve their goals or solve their problems. Instead, you should focus on providing value to your leads by educating them, informing them, inspiring them, or entertaining them. You can do this by sharing relevant content, such as blog posts, ebooks, webinars, case studies, testimonials, or infographics, that can address their pain points, answer their questions, or show them the benefits of your solution. You can also offer free consultations, demos, trials, or samples, that can demonstrate your expertise and value proposition.

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Siddhesh Sansare
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Adding value in lead nurturing involves consistently providing relevant and helpful information, personalized recommendations, and solutions that address the lead's specific needs and challenges. This includes sharing educational content, offering expert advice, and providing exclusive offers or discounts when appropriate. It's essential to listen actively to the lead's feedback, demonstrate empathy, and maintain regular, personalized communication to build trust and foster a strong relationship. By focusing on adding value throughout the process, you not only enhance the lead's experience but also increase the likelihood of converting them into satisfied customers.

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4 Don't neglect to follow up

Another common mistake is to neglect to follow up with your leads after an initial contact or interaction. This can make you seem like you are not interested or committed to helping your leads, and it can also make your leads forget about you or lose interest in your offer. Instead, you should follow up with your leads consistently and persistently, but not aggressively or intrusively. You should have a clear and structured follow-up plan that outlines the frequency, mode, and content of your follow-up messages, and that adapts to your leads' responses and behaviors. You should also use a CRM system or a calendar to keep track of your follow-up activities and reminders.

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Jim Hinshaw

Vice President of Sales at Service Nation
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Start by setting a follow up meeting at the close of your first meeting. Not exactly a new concept, dentists have used that concept for decades. Close to that time, send reminder: we have an appointment at… We can discuss any questions that may have come to mind since our first meeting.

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5 Don't push for the sale too soon

Another common mistake is to push for the sale too soon, before your leads are ready or qualified to buy. This can make you seem pushy and salesy, and it can also make your leads feel pressured or defensive. Instead, you should respect your leads' pace and readiness, and guide them through the sales process with patience and empathy. You should also qualify your leads based on their budget, authority, need, and timing (BANT), and focus on the ones who are most likely to buy from you. You should also use trial closes and soft closes to test your leads' interest and willingness, and only go for the hard close when you have built enough trust and value.

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Siddhesh Sansare
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Building trust takes time, and rushing the process can alienate leads and disrupt their buying journey. Instead, focus on understanding their tactical needs, providing value through educational content and solutions, and respecting their timeline. By nurturing relationships, demonstrating domain expertise, and guiding leads through their decision-making process, you can increase the likelihood of converting them into loyal customers when they are genuinely ready to buy.

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Jim Hinshaw

Vice President of Sales at Service Nation
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A great question to ask is: what should we (or I) do next? Let them set the stage, they may say, we are ready. Or I need… Then provide what they need, ask again.

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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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Vrajesh Vyas

Regional Strategic Partnerships - APAC | marcus evans Group
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Below are some common mistakes to steer clear from: Overlooking Research: Take the time to understand their business, industry, challenges, and goals before reaching out. Failing to conduct thorough research on your leads and their companies can result in missed opportunities Lack of Personalization: Sending generic messages or offers that don't speak to the specific needs and challenges can lead to disengagement. Tailor your communications and solutions to their individual preferences and pain points. Focusing Solely on Selling: Focus on building trust and offering solutions that genuinely address their challenges and goals, instead of pushing your products or services without first understanding their needs and priorities.

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What are the common mistakes to avoid when nurturing and following up with leads?

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3

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1 Don't spam them with emails

2 Don't call them without a reason

3 Don't forget to add value

4 Don't neglect to follow up

5 Don't push for the sale too soon

6 Here’s what else to consider

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