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6 Great Customer Nurturing Strategy Tips for B2B Firms

We’ve all been there. You’re trying to make a sale, but you can’t seem to connect with your clients on a deep enough level to close the deal. The truth is that you might not be doing enough to nurture the customer relationship and earn their trust. So, how do you make that happen?

Before we answer that key question, we’ll first address a common question: “What is the definition of lead nurturing?” Lead nurturing is the process of building strong relationships with your current or potential customers. This can be accomplished in a myriad of ways, ranging from anticipating their needs to making things personal to tailoring your communications with each individual customer to their unique needs. It’s important to note that this process is much more in-depth than simply looking to generate new leads. When using a customer or lead nurturing strategy, you’ll want to focus on the long-haul by continuing to nurture the relationship well past its development.

Now that we’ve delved into what customer or lead nurturing is, we’re ready to start building a strategy. Here are six great customer nurturing tips to help cement your bond with your customers to earn their trust and loyalty.

#1: Fully Understand Your Target Customer

Before you can really get to a place where they want to buy from you, it is important to fully understand who your customers are and their overall needs. In fact, this is probably the most essential part of the sales process. Sit down and make a list of things that your target client wants and needs. Include all of their potential problems with reasons why your product or service solves those problems. In a B2B environment, consider doing one for both the company you’re selling to as a whole and one for the average person who does the buying approvals, as individuals need to be nurtured as well, not just businesses as a whole. Consider various scenarios and how you would handle them if they ever came up. By really digging into this aspect, you can tailor your message to help ensure you’re making them feel understood. In turn, this means they are much more likely to purchase from you.

#2: Know Your Sales Funnel Process

It is also important to nurture your clients by knowing your entire sales funnel process. Understand what causes a customer to approach your company in the first place and the various stops along the way before they make a purchase. Do they start with a small offer and then work up to a big order? Or are there multiple telephone calls, Zoom calls, and in-person meetings along the way? By knowing your overall sales funnel process, you can determine what step an individual customer is in. This allows you to cater the process to their needs, which in turn nurtures a cold lead to a hot one by building more trust.

#3: Don’t Rely Solely on Marketing Automation Software

Another tip for nurturing customers is to step away from the marketing automation software. While this sort of thing is great to use to have soft contact with clients, it can sometimes seem impersonal and cold, which are the very things that you want to get away from when you’re working to nurture client relationships. Instead, opt for making every few contact opportunities personal. Pick up the phone, drop by the office, or send a handwritten card. Taking the time to do things like this can mean a lot to a customer, which can ultimately cause you to land that big sale. 

#4: Provide Value Every Chance You Get

It’s also important to provide value to your customers through your content marketing efforts. In your customer nurturing campaigns, offer free resources, tools, promotional items, or anything else you can think of to try to make them feel valued. While this can be a little more difficult in a B2B setting, it is still important. So, get creative and brainstorm all the ways you can go above and beyond for your customers.

#5: Make It Personal

Even in a B2B setting, people like buying from other people. To nurture a customer or lead, you have to make the process personal. Examples of how to do this? Remember the sales manager’s dog’s name or take note of a common interest you share. This might sound like a simple thing, but in the end, it will make a big difference when it comes time to close a deal.

#6: Stay Connected

Finally, remember to keep at it and continue to nurture the relationship until it finally becomes obvious that they will never purchase from you. This is really important because you never know what little thing is going to cause them to make up their mind. It can be tempting to eliminate a specific customer from your nurturing sequence after a few weeks or months of not getting a sale. The truth is that it is still important to stay connected and get in touch later on.

The main point of these six tips? Keep in contact with your customers, show them how valued they are, and provide solutions to the challenges they face. By staying focused on nurturing and strengthening the relationships you have with your customers and leads, instead of solely honing in on sales figures and transactional interactions, you’ll start to see a rise in customer loyalty, as well as customer trust—which ultimately leads to accomplishing your goals while creating a solid reputation for your business.






About The Author

Renae Krause

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