The Secret of Prospect Cultivation

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The Secret of Prospect Cultivation

Any business without a strong follow-up plan isn't likely to go very far. Prospect cultivation is one of the most important aspects of a marketing plan. How are you suppose to turn leads into clients without a strong plan?

Prospect cultivation isn't hard at all. It just involves treating leads like human beings and not being too pushy. It means building a trusting relationship with them and becoming known to them as an expert in your field that they can rely on. It's important, when following up with leads, to send them information relating to your products and services that they may be interested in.

If you were a real estate agent with seller leads, you probably wouldn't be calling them once a month just to ask to list their home. Instead, keeping good prospect cultivation techniques inside, you add them to your follow-up campaign. This involves sending them weekly emails with market updates, open house tips, home value tips and an occasional CMA on their home.

The agent comes across more as a helpful expert than a pushy salesperson - THAT is what prospect cultivation is about. You build up trust and a relationship with each lead. Every company should have a follow-up plan for each type of lead they have (prospective client, past customer, etc) and fine-tune that plan down to a science.

Of course, when you have hundreds of thousands of leads to follow up with, prospect cultivation can wind up a bit complicated. When dealing with thousands of new leads per week, how can you possibly coordinate follow-up. When should a salesperson call a lead? How often? What do they talk about when they do call?

Luckily, that's where a beautiful thing called technology comes in - automated follow-up software to be exact. Otherwise known as a customer relationship manager (CRM) or contact management system (CMS) these programs can help manage and automate your follow up. This helps cut down on confusion and time-wasting on your sales floor.

Most CRM/CMS's provide email campaigns - a series of pre-written emails that go out weekly or bi-weekly over a period of time on different topics the lead may be interested in. Many of these campaigns will also schedule in phone calls once or twice a month to the lead as monthly 'touch points' to ensure the lead receives the information. Consistent and persistent follow-up is TRUE prospect cultivation.

A CRM provides many other features as well, and many can be built to a company's specifications depending on what features are most important to their particular plan of follow-up. The surprising fact is most companies today are totally unaware of what a CRM system is, and just how much time and money it can save them on follow-up. All in all, strong prospect cultivation tactics is one aspect of marketing many companies miss the mark on.

Article Source: http://articlenexus.com

About the author: Ashley Lichty is a copywriter and search engine optimization specialist at ProspectMX.com. Get more information on prospect cultivation, website development and other topics from ProspectMX.com.

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