Service firms typically want short-term leads, simply because they feel an acute need for results now. In the search for the quick close, however, some of the most promising leads get lost in streams of generic email blasts that have little hope of producing results.

That's truly unfortunate, because prospects who don't respond immediately, or who say when contacted that they aren't interested, often represent the broadest base of potential new clients. In my experience, service firms that focus strategically on long-term opportunities realize by far the highest rates of lead conversion.

By taking the time to nurture leads, service firms are best able to forge deeper, genuine relationships that ultimately translate to business. The keys to long-term lead nurturing are accurately identifying the highest-value prospects, employing a multiple media in multiple touches, and fine-tuning offers to address prospects' most critical concerns and needs.

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