Podcast Episode 15 – Tactics for nurturing your potential clients and customers through the buyer’s journey

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At least half of the leads that actually come to your company are not remotely interested, or ready to buy. They’re just beginning to explore their options. A large percentage of buyers won’t be ready to commit for months after they contact you for the first time. It’s been said that more than a quarter won’t be interested in making a decision for more than a year.

Many people that contact my company aren’t ready to commit, and it usually takes us a year or more to close a sale. There have been times when it’s taken 2 or 3 years, or more, to close a sale.

Determining why this happens exactly, is hard. It could be a million different things. The person could hate commitment. The decision maker might just be busy and unable to do the necessary work to make the decision. They might have to rally a large team of stakeholders and get alignment to commit to a decision. They might just know that they need something, but not even know exactly what it is.

So for this reason, we’re going to be talking about the concept of nurturing today. It would be really nice if every customer that contacted you was ready to commit after having one conversation on your first call. But this is a fantasy of a galactic proportions.

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