As a top real estate and sales elite coach, I’ve observed numerous professionals grapple with the concepts of ‘leads’ and ‘nurtures.’ Understanding these can significantly influence your sales strategy and outcomes. Let’s dive into the intricacies of these terms and clarify their distinct roles within the sales process.
๐๐ก๐ ๐๐๐ง๐๐ฌ๐ข๐ฌ ๐จ๐ ๐๐๐๐๐ฌ ๐๐ง๐ ๐๐ซ๐จ๐ฌ๐ฉ๐๐๐ญ๐ฌ
The journey begins at the initial phase where potential leads and nurtures emerge. Imagine someone browsing online for a product or service. Does this action alone qualify them as a lead? The answer is NO. At this stage, they might not even be a nurtureโsomeone you actively engage with information and follow-ups. Simply put, initial interest does not equate to immediate sales potential.
๐๐ก๐ ๐๐ฉ๐ฉ๐จ๐ข๐ง๐ญ๐ฆ๐๐ง๐ญ ๐๐ข๐ฌ๐๐จ๐ง๐๐๐ฉ๐ญ๐ข๐จ๐ง
Moving forward, securing an appointment with a prospect is often misconceived as converting them into a lead. However, an appointment signifies the nurture’s willingness to learn more, not necessarily to purchase. It is a crucial step, but not definitive of a lead. Post-appointment, if the nurture shows continued interest and engages with the sales process, only then can they be considered a true lead, ready to move towards a transaction.
๐๐ก๐ ๐ ๐จ๐ฎ๐ซ ๐๐ญ๐๐ ๐๐ฌ ๐จ๐ ๐๐ฎ๐๐ฅ๐ข๐๐ฒ๐ข๐ง๐ ๐๐ฎ๐ซ๐ญ๐ฎ๐ซ๐ ๐๐ฌ ๐๐๐๐๐ฌ
To effectively manage your sales pipeline, it’s vital to recognize the four stages:
1. ๐ป๐๐ ๐ถ๐๐๐๐๐๐ ๐บ๐๐๐๐: This is where the initial contact is made. The focus is on opening a dialogue and identifying potential interest.
2. ๐ป๐๐ ๐ฐ๐๐๐๐๐๐๐๐๐๐ ๐บ๐๐๐๐: At this point, the nurture is gathering more information. Your role is to educate them about your offering and understand their needs.
3. ๐ป๐๐ ๐จ๐๐๐๐๐๐๐๐๐๐ ๐บ๐๐๐๐: Here, you present your value proposition tailored to the nurture’s specific requirements.
4. ๐ป๐๐ ๐ช๐๐๐๐๐๐ ๐บ๐๐๐๐: The final phase where discussions about becoming a client happens. A genuine lead reaches this stage, showing readiness to start the process and move to sales.
๐๐๐๐ ๐ฏ๐ฌ. ๐๐ฎ๐ซ๐ญ๐ฎ๐ซ๐
Itโs crucial to differentiate between a lead and a nurture. During the first three stages, you are essentially dealing with Nurtures. They are gathering information and may still be deciding whether to proceed. These prospects are nurtured through consistent and relevant communication, but they should not be confused with leads.
A lead, in contrast, is someone who has moved beyond general interest and is actively engaging in the sales process with a higher likelihood of culminating in a sale. They are not just being nurtured; they are in the process of closing.
๐๐จ๐ง๐๐ฅ๐ฎ๐ฌ๐ข๐จ๐ง
In sales, particularly in high-stakes fields like real estate, understanding and identifying where your prospects stand in these stages is crucial. Recognizing the difference between nurturing a prospect and handling a lead can streamline your efforts, ensuring that you invest the right resources at the right time and maximize your chances of success.
By refining your approach to distinguish between nurtures and leads, you can enhance your strategic engagements and drive better sales outcomes. Let’s continue to adapt and lead in our ever-evolving markets.
