The buyer journey is long, so many of the buyers who enquire on property are not yet ready to purchase. Influencing expert Julie Masters presents practical strategies for nurturing early, mid and late stage leads through their purchase journey, and shares her techniques to ensure you remain top of mind when it's decision time.
Julie Masters presented four key takeaways:
Shift from 6 to 10 touch points.
The digital world changed the entire mechanism of how we research, consider and buy. The days of longer lead times are here to stay.
Key Action: Plan to ensure that each of the ten touch points are effectively designed and delivered.
Then vs Now.
Lead nurturing now depends on your ability to personalize, tell epic stories and flip from an ‘all about us’ to an ‘all about you’ mentality.
Key Action: Think about companies you think execute well on the ‘now’ column. Next time you have a sales and marketing meeting – wear their hat for a moment. How would they launch this campaign? How would they keep in touch with this customer? Nurture this lead?
Become the translator.
The future belongs not to the agents with the most information – or even best track records – but those who become the primary translators for their target market.
Key Action: Make time in your diary weekly for ‘radar’ activities, where you go out onto the fringes to look for information, trends or opportunities that could be useful to your target market. Then share these without agenda.
Own the questions.
In 2020 we think in questions, we search in questions – voice activated search will only amplify this trend. Businesses that will stand out in the future will be those that become fluent in the questions of their target markets, and OWN the answers.
Key Action: Keep a relentless question radar. Either on your phone or in a centralized pace in-house. Every time a client or prospect asks a question – write it down in their exact language. Then use these questions as a basis for content design, sales training and pitch creation.
About Julie Masters
Julie is the Founder and CEO of Influence Nation. She works with business leaders and organisations to become the voice of authority in their space.
Over a 15 year history as a leading authority in the speaking world, she earned a reputation for launching and advising some of the world’s most respected thought leaders. Clients include industry leading CEO’s, speakers, best-selling authors and media personalities – the voices of which have reached millions of people globally through speaking, publishing and digital channels.
Having won numerous communications industry awards across the USA, Australia and Europe, Julie now regularly advises CEOs, entrepreneurs and executive teams on how to dominate their marketplace by turning their expertise into influence.
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