Make it Rain! A Column by Erica Stritch
With the long sales cycle of professional services (and the cycle getting even longer), it is essential that firms have a process for staying in touch, and top-of-mind, with prospects who aren’t hot to buy right now. Too often such leads are dropped out of the pipeline and laid to rest in the long-term lead graveyard.
It doesn't have to be that way. There are simple things you can be doing to keep these leads alive. One of the best (and not to mention easiest and low cost) is to publish a monthly email newsletter.
An e-newsletter provides:
- Discipline: One of the great things about a monthly newsletter is it provides you with a deadline each month. When you get busy, it is easy to procrastinate and put off that round of calls you've been meaning to make. If you commit to sending a monthly newsletter, you have a built in deadline you must meet each month and an excuse to reach out to your prospects on a monthly basis. Your newsletter essentially becomes your monthly touch plan.
- Value: A newsletter is a medium in which you can demonstrate your expertise and provide value through the publication of articles, research, white papers, case studies, etc. Positioning yourself as a resource in this way helps to build credibility and trust, which move the relationship along.
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