A statistic we see cited again and again in articles about lead management is from The Annuitas Group that nurtured leads make 47% larger purchases than non-nurtured leads.
Lead nurturing, as you may know, is the process of letting your potential customer get to know you, your service, and your business – you are fostering a relationship with a stranger until they’re confident enough in you to spend their money with you. This is done by determining what your lead wants so you may provide relevant information to the conversation until the lead becomes a customer.
But why would a nurtured lead make such a larger purchase?
If you’ve done a good job, your leads have had all their questions answered, all their fears allayed, and any apprehensions put to rest. If you can lay out their options and explain what would be just right for them, they’ll be more comfortable choosing what’s best.
They’re not only well-informed enough to make decisions confidently, they’re also now assured that doing business with you is a good decision too. By providing information in a way that shows your know-how, you build the lead’s confidence in the service you provide and in your aptitude for providing it.
Through the process of nurturing your leads, you’re making them feel well-cared for. They have your attention, you’re conversing with relevant information, and at the end they feel happy that their money has been well-spent with someone who understands what they need.
Additionally, they’ll very likely call on you again and encourage their friends to do the same.
I realize that’s not a mathematical explanation, but it sure does make sense.