Everyone needs more business, and the best way to get more is to network your way through the doors to the low level executive – who can become a recommendation from a credible source inside the executive‘s organization, or via an external referral from a respected source – those people that you know who know people who can get you through to the c-level executive.
My experience is that cold calling is the least effective method for gaining a meeting, even if the salesperson writes a letter of introduction first, and that email and voicemail are only effective once a salesperson has already established a relationship with the executive. In addition in most cases the sales person will be blocked by the secretary taking the call (Although, salespeople can develop creative ways to around the secretary, such as calling at lunch when the secretary might be out or calling early in the morning or after business hours when an executive is more likely to answer the phone).
And remember, once you have engaged the C level executive: most executives give salespeople only five minutes to establish some kind of relationship, and executives want salespeople who understand their goals and objectives, understand their company‘s needs, understand the industry and the company‘s long-range strategy, and can convey how they can deliver value to the company.
Firstly, what lead nurturing is NOT, is “following-up” every few months to find out if a prospect is “ready to buy.” Lead nurturing IS meaningful communication with qualified prospects (those that are “a fit” for your solution) but that do not have a clear timeline to buy.
Everyone needs more business, and the best way to get more is to network your way through the doors…..
For many companies, marketing is one of the first victims of any cutbacks during an economic downturn and yet, paradoxically, it is the major instrument in a recession that can actually be used to gain market share.