You’ve put time and effort into developing your lead nurturing strategy, but to make it pay off, you’ll need to put your strategy into action the right way. Because the sales process in the construction industry often takes months, advance planning is critical.
For most prospects, the educational tactics in your lead nurturing strategy are the ones you’ll implement first. Segment your leads according to where they are in the buying cycle, as well as by project type, timeline, budget, and other relevant factors to better tailor the information you send to the needs of each group.
If your lead is just starting to consider investing in a construction project, encourage them with information on industry trends and opportunities. Once your prospect is ready to go ahead and is considering working with your firm, help them learn more by inviting them to a webinar or in-person meeting where you can show them what you’re capable of. When they’re close to making a decision, help bolster their confidence in your firm by sharing testimonials and success stories from satisfied clients.
As you educate your prospects, make a serious effort to learn about their needs, challenges, and concerns.
Call Them to Action
When your prospect is in the decision-making phase of the buying cycle, considering requesting a proposal, move from education to direct calls to action. This is where you can implement the sales-oriented tactics in your lead nurturing strategy, such as inviting your prospect to schedule a consultation or strategy session.
Even after your potential client has received your proposal and decided they like what they see, chances are they’ll place your firm on their shortlist rather than immediately start contract negotiations. Here’s where your earlier work will set you apart. Use the detailed information you’ve collected about your would-be client over the past months to address their concerns and demonstrate how your firm can deliver precisely the results they want.