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So you’ve got customers, you’ve got cash flow, all this is great. The thing you can’t find anymore is time. This is a serious problem for the owner of a small business who wants it to grow. Customers are today’s cash flow, but prospects are tomorrow’s and if you don’t nurture your prospects somebody else will.
Nurturing prospects requires that you be available when they express interest, ready to respond with the very information they seek. It’s pretty much impossible when your time is taken up with existing customers. Keeping up with both customers and prospects doesn’t actually require that you clone yourself and your staff. Before you start looking for a mad scientist, go look at email marketing software and web forms.
Email marketing software allows a business to nurture a relationship with prospects (and customers) while doing something else. Good ones allow you to schedule emails to go out over a period of days or weeks automatically. Web forms, when placed on your website, allow prospects to express interest in a particular product or service you offer.
When you’re really cooking, a prospect visits your website, puts name and email address in a web form asking for information, and clicks “Submit.” An autoresponder (email that is sent automatically when the form “submit” button is clicked) thanks them, and then your email marketing software starts sending them information over several days or weeks. Of course, there is a request to buy in each email. And all of this happens while you and your staff are otherwise occupied.
If you are tired of trying and failing to keep up with your customer and prospects, give email marketing software and web forms a try. Then you’ll be the one talking to both.
