This is the final post of my four-part series on common small business marketing pitfalls. If you’d like to access the other topics in this series, you can access those here…
- The Importance of Developing Your Unique Selling Proposition
- Want Better Results? It’s Time to Simplify Your Marketing Messages
- How FOCUS Can Transform Your Marketing Effectiveness
Today, I’d like to discuss a big missed opportunity for most businesses: Failure to nurture sales leads over the long-term.
If you talk with effective sales people, they’ll tell you they love getting a decisive “yes” or “no” answer from a prospect. Of course a “yes” means they just closed a deal. Everyone understands why that’s a positive. But effective sales people also don’t mind hearing “no” because it means there is closure. It means they can stop spending time with an unqualified prospect and move on to the next opportunity. It varies by business, but collectively, the prospects that provide a quick and decisive “yes” or “no” represent only about 30% of people.
