Do We Nurture or Woo Our Ideal Client Leads?
It's actually both, I think. But before we explore how it can be both, let's first level set on each definition as stated on Dictionary.com, with some paraphrasing by yours truly.
Nurture: to feed and protect; to support and encourage, as during the period of training or development; foster; to bring up; train; educate.
Ok, so given the above, it's fair to say that when we try to earn business from Ideal Client Leads, there is some nurturing by way of maybe training and educating as well as some wooing by way of maybe seeking to win or persuade. Makes sense to me. After all, we do, as professional salespeople, attempt to educate potential clients about who we are, what we do, and why they should consider us as the solution to their problems. We also, certainly work our collective asses off to persuade them to ultimately pick us as the winners of their business.
So now the question to ponder is what kind of dance is this that we're to be doing between nurturing and wooing? The answer is a well-choreographed one that avoids selling and focuses on the art of demonstrating value, story-telling successes, and meeting the buyer at the crossroad of what they need and what we've got. Now, please remember, once you get to that crossroad, don't go blabbing about your features and benefits and pricing and overall greatness, because it's not about you. Instead, ask some pointed questions about what ails them and/or what they are trying to accomplish. Inquire as to how they have tried to remedy the situation previously and why that didn't take. It shows that your interest is not to sell, rather, it is to help them solve. And therein lies the rub.
We need to be the guide for our Ideal Client Leads throughout the nurturing/wooing dance. Imagine yourself as the sherpa, responsible for ensuring their safe arrival at the destination to which they travel. We are not the heroes of the story, they are. For they are the ones who actually take the buyer's journey from awareness to consideration to decision. We are simply the ones who have the foresight, experience, and shareable knowledge to urge them down the path, to help them grow. To nurture them forward and woo them along the way. Sound a bit esoteric? Well, maybe. But it's also just plain old common sense.
And that's my soapbox rant for this blog post in an effort, as always, to help the other small businesses of the world. Don't forget to share, comment, and continue on your journey to Achieve Greatness.