BRX Pro Tip: Nurturing Vs. Selling
Stone Payton: And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you this morning. Lee, let’s explore the comparison, nurturing versus selling.
Lee Kantor: Yeah. I think in marketing, you’re doing one or the other but you’re not doing both, and I think a lot of people try to do everything in one marketing piece.
Lee Kantor: If you’re sharing educational thought, leadership, best practices, tips, then you’re helping nurture your prospect into trusting you as a resource and considering your service. That’s not the time to necessarily ask for the order. That is the time of, “Hey, I’m a good corporate citizen. I’m sharing information that I think is useful and that’s important. I’m smart. I’m a thought leader. Here are some things that have worked. This is what I’ve learned. Trust me.” That’s what you’re doing in that case.
Lee Kantor: When you’re selling, that’s about asking for the business. That’s making a recommendation on how they can solve a prospect’s problem. That’s something else. Then you’re asking for the order. Then it is appropriate to ask for the order and sell somebody actively.
Lee Kantor: Do one or the other, but don’t combine them both in one marketing piece and understand that when people are checking you out, which they are, they have a different mindset at different times. So when you’re nurturing, nurture, and when you’re selling, sell, but don’t do both simultaneously.
