Around 50% of the leads you generate will never do anything. And that’s ok if it doesn’t cost you much to generate leads.
But the good news is that the other 50% will take action.
There are usually around 15% who will do something in the next 90 days and you need to have something in place to convert them.
The remaining 35% are really where the gold is buried in your list. They’re the ones who say, “not now, later.”
They might take up to 2 years to make a decision for a variety of reasons. They might not be ready or they might not be convinced yet. But they will end up doing something.
The tragedy is that most businesses don’t have a way to nurture these leads and end up missing out on the gold.
Nurturing does two things:
- It helps you stay top of mind for when they are ready.
- It helps you build your “authority” and increase the chances that they Know, Like & Trust you enough to take the next step.
Here’s how it can work….
I signed a new client last week.
He originally downloaded one of my lead magnets around 18 months ago.
He booked a meeting with me a month later, we discussed his business and I made some recommendations about how I could help him.
He didn’t proceed. Seems he wasn’t convinced yet.
But I continued to nurture him with helpful emails and information.
Finally, last week he was ready and signed up at our meeting.
If I’d given up on him the first time I would have never won his business.
The good news is that nurturing leads costs next to nothing once you have built a great system. It just works away in the background until they’re ready to take action.
What are you doing for those who say, “not now?”