Ever “do the dance” as I like to call it?
You know, the “lead nurturing dance.”
It usually starts with a HOT lead. It might come through your website. Or a hit off a social media update or ad. Or maybe a client referral (which is a real coup! Given Word-of-Mouth-Marketing is as good as GOLD). Or it could just be a friend passing along your name and contact info.
Whatever the source, things start out hot ‘n heavy…
You get in touch, have a great conversation, and totally connect. Good vibes all the way around!
Your services are a PERFECT match for their needs. And when you share your fees, they don’t run for zee hills. In fact, they’re surprised you’re so affordable.
Things are DEFINITELY headed in the right direction.
So, with a cloud of love in the air, you make tentative plans to “take the next step.”
But then… Bing. Bang! BOOM!!! … Nothing… Zip… Nada… Dead air.
After a few days of radio silence, you send a follow-up email. Which turns into a couple of emails. Followed by a text (or three). And then — *eek* you resort to the NUCLEAR option — you leave a voicemail (I mean, who does that anymore!?).
This usually plays out over several weeks, during which radio silence persists. You might receive a random reply… “Super busy right now. Get back to you soon. Really sorry!”
Which initiates another round of follow up emails, texts, and — yes — another dreaded voicemail.
Further outreach that’s ultimately met with more radio silence.
So, you let it go. Maybe you follow up with a monthly “just checking in…” email. And after a few months of that, maybe just a quarterly “I’m still here… What’s up with you?” email.
This goes for a while. Three months pass. Then six months. A year. Six years.*
And then, seemingly out of nowhere, this totally delinquent prospect gets in touch again. Suddenly and without any warrning, they’re back, hotter ‘n heavier than EVER. And in no time at all, you’re handling a mountain of work from them.
*Yup, a prospect reached out to me after a six-year lapse. And we’re working together RIGHT NOW!
How Does This Happen?
In some cases, prospects do hold on to your contact info and simply reach out when the time feels right. Who knows exactly why a particular moment feels right? It could be any number of reasons.
But more often than not, this would-be client once sooooooo hyped to work with you didn’t just stash your number in their top desk drawer and then suddenly decide to call one day. But rather, they got in touch because…
You were smart and savvy enough to…
== > Add their contact to your email list (to which you send regular blog updates, your periodic eNewsletter, and other outreach emails)
== > Invite them to follow your social media channels (on which you post tons of valuable content that speaks to your clients + prospects needs)
== > And schedule periodic “just checking in” email updates (to generally keep your business top of mind)
In other words, you invested the time and effort to “do the dance” and keep the party goin’! Fancy footwork that ultimatley rewarded you with a new paying client.
This isn’t to say every “dance partner” will eventually come into the fold. But the more line you let out in terms of keeping communication open and active, the greater your opportunity of an eventual conversion.
I think former member of the University of Michigan’s Fab Five basketball team and 11 year NBA veteran player, Jalen Rose, says it best…
“Luck is when Preparation meets Opportunity.”
Are You Taking Smart + Savvy Steps to Nurture Your Leads?
Don’t have an email marketing program? Not connecting with prospects and clients via your business social media pages? Not sure how or where to get started with any of these propositions?
I GOT YOU! Let’s chat and get your business on the right track: 310.466.7893 | ryan@ryananys.com
