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so how do you nurture a prospect to become a customer that's one of the questions that I get asked a lot as a sales mentor and trainer so in this video I'm going to share with you some thoughts on what I've learned in my career on what I know that works in order to turn those potentials into realities let's take a look at a video and some ideas on what you can take in order to get better sales results so the first thing I talk about is what is nurturing so the Gardiners that watching this video will tell you straight away but when I was studying actually in my a-levels I was taught the idea of nature versus nurture and the idea is something it's related to people that are brilliant let's say a brilliant scientist or yes someone like you know just you know goodness me there you know someone like Stephen Hawking who recently passed away what a brilliant scientist in mind was he born naturally with those talents or was he nurtured did he get development and training education to actually become what he became and I'm not gonna go and have the knowledge to go around the nature versus nurture theory but what nurturing is is really the ability to take someone from where they are now to a point where they're in a different place and be nurture them to become better and different to what they are and if you look at for example in the gardening station you have a plan you will nurture a plant from a seed you'll give it water you'll give it light you'll give it heat and you'll see that plant grow over a period of time to suddenly becoming this lovely plant that you can see and that has grown to become something and the same applies to your prospects the reality around nurturing is when you've got a prospect that basically a seed that doesn't know much about your service and what you do the goal that you've got to do is you've got to give them a knife insight enough water enough heat enough light and those are generally snippets of information value content whatever it is that can help grow your service and what you're what you do in that prospects mind and so you're nurturing them you're feeding them with information with stories with content we can help them grow and in the reality for them growing equals actually getting more knowledge about you and what you do so that they're in a position to then say I need to do this for myself so that's what I certainly see is nurturing and the reality is nurturing plays a big big role especially if you've got sales process that can take maybe three to four months or maybe even longer so for example if someone's going to take a little to sit you know if you're gonna buy a Mars bar you're gonna make a decision on that pretty quickly but if you're going to invest maybe a few thousand pound in a training program or a few thousand pound in a new car you're going to go through a journey from where you are here you're going to want to build up knowledge and expertise and get to a point where you make that decision and so the job of companies and businesses like us is to be able to nurture those prospects to become a customer so one of the first things that you've got to be able to do when you're nurturing is to focus on the actual problem that the prospect has got and so you take my plant example if I knew that the plant needed water and I starved it of water then the reality is I'm gonna see that the seed is not going to grow and it's gonna wither away and die and your prospect is the same thing there are certain things that they need based upon the problems and challenges that they have and so the question is what is your water what is your heat what is your light that you can feed into the prospect that's going to make them relate to you and engage with you and if you've got a service that offers them a saving or offers them a solution to a difficult problem then that's gonna be something they're gonna hopefully resonate with especially if they can believe that you can actually do that but the reality is those prospects are going to have a problem and your job is to understand what that problem is and to then look at how you can solve that problem over a period of time through insights and value you can give them my message you on this is clear if your prospect is a seed that needs water light and heat in order to grow what is the water and light and heat that you can offer in your business in order to help your prospect grow what are the things you can provide them that's going to turn that prospect from that interested part in to someone that's blossoming up into a great plant that you then able to flourish and thrive so one of the other key things that's really important about nurturing a prospect to become a customer is focusing on not just the cell but about how you there to help them so again if you think back to the plant analogy what we actually pour water or give the plant light and in order to be able to help it grow our goal is not just focus on saying I'm going to give it so much water and light that actually it's going to flood the plant and kill it the job really is to be in a position where you can give it enough of those elements in order to make it grow and by you do that by understanding what the prospects issues are and then nurturing and following up on those individual points so to give an example if a prospects come to you and said I've got an issue in my monthly cost for running my facility is too high then what you can then do is say look okay if that's the problem maybe ask some questions around how big of a problem for is for them is it and how much do they want to get this resolved and have they set aside some some some resources to get this managed and if you've identified that and then you've got a solution to save them something in that area be able to position what you do and see if it's a fit but I actually show them how it could actually solve their problem give them information give them snippets of details give them case studies give them examples of how you've solved that for other people and show them that it can actually solve the problem that they've got so in your nurturing the key thing about nurturing is to know actually what it is you're nurturing and get to know a bit more about that prospect so the best companies and the best salespeople will really get to know about the prospect they have on what that prospect needs are their hobbies their likes their interests are so they can nurture them effectively so again take our plant example certain plants work in certain ways certain plants need more heat or more water than others and would you actually go and try and plant something without looking at the instructions understanding a bit more about the plant and find it out what it is they need in order to get the best result no you'd look you'd research you'd find out a bit more about it and then you try and adjust your approach through the plant to get the right result and your prospects are the same you've got to get to know the prospect read up about them talk and engage of them and find out more about who they are and what sort of interest to them so that you can then adjust your nurturing process in the right way one of the other key things I talk about in terms of nurturing is to communicate regularly what you want to do is leave your prospect thinking I want more of that information that's really useful I'd like to hear more from that person I'd like to read a different article and I look at things that I do now when I sign up to to receive information from experts I like to see what they send me did they try and sell to me straightaway or did they try and share lots of great value and content and the ones that share value and that make me think I really can't wait to receive their next email or I can't wait to see the next video are the ones that I build an affinity with and I feel like I'm being warmed and being come closer to so that I'd be in a position to buy from them your prospects are the same you've got to be able to communicate regularly but don't pester them but give them enough of the content and information that makes them think that's valuable I like that merge them through the process get them to a point where they may not know much about you now but over a period of time consistently over a period of thesee weeks or months they can build up a relationship with you and understanding of what you can do and what you can offer and that can really build an affinity in your mind they're ending the prospects mind about you on what you do and if you communicate with purpose and outline clearly what it is you want to happen you're going to get a chance of better results you go back to our plant analogy I know that if I water the part on a regular basis and give it the things that it needs it should grow and your prospects are the same communicate make sure you engage with them and if you do that they're gonna grow they're gonna warm to you and it's gonna help you then move them forward in your sales process ready to become a customer so the other key thing you've got to do around nurturing and it's the key thing I talk about in my convert model is create great content and share information and stories of value to them the reality is we live in a world nowadays where content is king and your prospects need that content and information and stories and value and education that you can provide them in order to make a conscious buying decision to work with you if you haven't got that content I'm going to be honest with you you're going to struggle because the whole approach is just to sell them rather than to educate and nurture and help them grow and get to the position that they want to be in we all know ourselves we'd rather come to a natural conclusion about something than to be forced into doing something and we get to that natural conclusion by reading by learning by understanding more about a service or a product or what it offers and if we can find that from reading interest in articles watching interest in videos seeing graphics listening to podcasts whatever those elements of content are if we can use those it's going to build a relationship with that company which is key if you want to convert those prospects into customers so when you're nurturing a prospect to become a customer one of the other key things you've got to do on a regular basis is check the actual prospect is still where you expect them to be so go back to my plantain analogy if I've seen over a period of time that the plant should grow from this size to that size what I'm going to do maybe is validate maybe weed way through the point that the plant is at that point and if it's not I might need to add some more water I might need to add some more heat I might need to do something different your goal when you try and nurture a prospect is to do exactly that you've got to validate that the key priorities and problems that they've have are still the same now as they were when you first started working with them a couple of months ago and you do that through an engagement through a phone call for an email reaching out to them saying hi just want to make sure that you still got a plan to to look at deploying this over the course of the next few months and see if I can help you with some further information around what it is we offer and do and how we're a good fit for you or it may well be I just wanted to check that this is still something that you're interested in looking at and is there any further informational stories that I can share with you that could prove a value to you be able to validate your prospect and where they are in the process is key because as we've talked about before in other videos not all your sales will come at once you have have enough prospects in your pipeline and then nurture each one of them through the process each of your plants will grow at different times and if you plant seeds on a regular daily basis some will grow quicker than others but some the key thing is they will all grow if you give them the right water nurturing support help as you need if you don't nurture if you don't give them what they need however the chances are they're going to stay a small seed and not grow into the plant that you want so your goal is to focus on how you can provide the right value the right content to those prospects and then make sure that you're measuring to see that you're getting the success that you want and that they still want to go where you want them to go which is to hopefully become a customer if they don't well let's have an honest conversation now so that you don't continue to water or follow up with a prospect that's no longer interested in working with you one of the other key things I say to people about nurturing is actually been in position where you can share stories inspirational stories success stories of how other people have done what they have wanted to do or may want to do and give them those stories and give them as case studies and examples and try and inspire them to see what they can become okay we all know plants can't talk but if I was a small plant I'd want to look up to him to think why can't I be like him with strong leaves and be really looking great and grand and your prospects are the same they want to be able to look and see how they can get to that same point how can they see the results that others have they want to be taken on that journey they want to be nurtured and be able to be inspired to order to move from where they are now to where they want to be and they need some help in getting to that point for sure but if you can provide them the information the support the help and the understanding and knowledge then they can see and picture themselves in that position I can assure you you'll get them to become customers the reality is in the modern business era nurture is more important than ever and what I would say to you is if you're not doing nurturing and if you're not nurturing your prospects either through lead management or through effective engagement then you're missing out on an opportunity the reality is your prospects have a choice and you have a choice if they state here today and a potential interested in what you do you can either try and speak to them in a month's time and hope they move forward or you can gradually through small bits of value and useful information that focuses on that prospects issues you can move them through that path and help them get to a place where they know more about you and what you do nurturing is the great and easy way to do that and if you do it in the right way by the time you actually engage in sales conversations with your prospect they've already seen what you do they've already been inspired by your stories they've already seen what they can do and how you can help them and it's gonna put them in a far better position to want to actually buy from you I hope that video was useful and gave you an overview of what I see prospect nurtured has been if you're not doing nurturing and think I need to do more of that my sales process isn't that simple and I'll need to learn how I can nurture my prospects over a period of time to become a customer talk to me I've got people that I know that can help you put in place and lead and programs and systems that you need to ensure that you take those prospects on that journey and just like that plant take that plant from a seed into a really great plan we can help turn those prospects into customers over a period of time that can put more money back in your pocket my name is James white I'm the UK's leading prospect conversion expert I've loved sharing thoughts of you around prospect nurturing in this video and if you like what you see please subscribe to the channel I'd love to be able to send you my latest videos on a regular basis and share with you more the value that I can give you in your organization and if I can help you in any way please let me know please reach out to me at James white sales on YouTube on LinkedIn on Facebook or drop me an email at hello at James white dog business I'd love to hear from you and I'd love to help you achieve your sales goals [Music] you