Nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready. It’s not about pushing a sales agenda, but rather engaging in a customer-centric approach and focused on what the prospect needs to achieve their goals and overcome their challenges. What makes lead nurturing so essential to a sales strategy is that it builds trust and actually provides help that is relevant, valuable, and personalized to the buyer, helping them to move forward in the sales process.

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