1. Nurturing leads can benefit you in your everyday life even if you don’t have anything to sell
Nurturing leads is not just a sales tactic. In fact, ever been to a networking event and have met a lot of interesting people that you would like to get to know more of? Or, have you ever wanted someone to do something for you or your career? The immediate benefits of networking might not be apparent at first. But these people can really help you in your career or business down the line. This is where nurturing leads plays an important role.
Nurturing leads is doing the opposite of a “cold call.” Since you’ve already introduced yourself to them, your leads are now “warm leads.”
2. Networking is the perfect opportunity to nurture leads
It takes a lot of time and effort to maintain your relationships with your leads.
Some people don’t like to network because it’s uncomfortable to talk to strangers. Yes, you worry about whether you’re not giving them the right first impression. You worry about whether you’re saying the wrong thing. There’s a lot of pressure that is sometimes involved with networking.
There are a lot of other people who go to networking events for the same reasons that you do. I remember when I was a student, and almost everyone in the room was looking for someone to give them a job after graduation. The number of students outnumbered the people who could hire them, or introduce them to a hiring manager, so there was a lot of competition. It’s for this reason that professionals sometimes avoid networking events: there are a lot of people asking for favours who have no connection or obligation to them.
3. Networking events are a chance to sell your personal brand
I’ve been on both sides of the equation. It makes me understand now why networking doesn’t work if you don’t go about it the right way. It can get frustrating because you end up wasting time “barking up the wrong tree”, as they say.
The trick is to find a type of networking event that works for you, and that could mean a less formal event which is more focused on getting people to talk to each other than in making a sale.
You can be reluctant to ask people for favours when they don’t know you, or have a reason to do you a favour. And you’d be right to be reluctant. That’s why your connection first has to warm up.
Work on your elevator pitch. It’s a thirty second speech to sell your personal brand. It should briefly describe who you are and why they should get to know you more.
Yes, networking takes time, but you have to be patient.
So start early and get to know as many people as possible.
Someone you met a year ago might think of you today and be interested in what you can offer.
4. Nurturing leads builds your professional network
Nurturing leads is not just a sales tactic because there’s no better way to progress in your career than by finding new opportunities through your network. It could be a connection that is internal to your current company, or a different one.
Knowing more people can also make you more knowledgeable.
If you’re building your own business, it’s useful to know people who can advise or mentor you.
By broadening your network, you cast a wider net and increase your chances of making the one connection that could change your life.
5. How you can nurture leads
After the introduction, send a follow up message that reminds them who you are and where you met. Then suggest that you meet up for another coffee, either virtually or in person.
After the coffee chat, stay in touch.
Send a new message when you’ve reached a career milestone, or have interesting or relevant information to share with your network.
6. Where you can find leads
There are a lot of places where you can find leads. For example, special interest groups and professional associations are the two most common places to find new leads. Also, people flock to social media, whether it’s Facebook or LinkedIn, to connect to new acquaintances.
Finally, through volunteering for a cause you believe in, you can be introduced to the same people who believe in the same causes that you do. This can be a great conversation starter and a way to keep in touch.
So don’t wait until you want to switch careers or move up the career ladder to start networking and nurture those leads. Similarly, it’s important that nurturing leads is not just a sales tactic because the main objective is to expand your network.
You can think of networking as an exchange of useful information. You can connect to someone, but it’s even more meaningful if you have something to offer.
This is where adding value plays an important part in nurturing leads.
Following up on warm leads are more likely to result in meaningful and lasting connections than cold leads.
Networking is never easy. It takes time, and it takes practice. Expert networkers are trained to recognize opportunity and to give immense value to others.