Copyright 2008 Kaleidico, LLC
Lead Nurturing, Winning Lost Deals
Most sales pipelines are a disappointingly narrow funnel of opportunities marked by a lot
of fall-out potential. Are these really lost opportunities? Or, maybe they need a different
sales process. Lead nurturing is that alternate path. A lead nurturing process allows you to
remove languishing deals from the active sales pipeline, yet keep the opportunity alive.
Leads will be diverse in their buying intent let your lead management system work for
There is Diversity in Your Sales Pipeline
Sales leads are generated from a variety of marketing channels. This naturally creates
different buying profiles and purchase time lines. Each opportunity in your sales pipeline
potentially needs a unique sales experience to convert. Lead nurturing is that experience
creator and key to lead conversion.
A big mistake most sales organizations make is in creating linear one way sales
processes. Customers are diverse and unpredictable. Some are fast, some slow, some
prefer high touch, other appreciate no hassles. If you don't have multiple paths you will
Understanding the reality of sales pipeline diversity and meeting it with appropriate lead
nurturing campaigns can pay dividends.
All Fall-out is Not Lost
Our sales training has long given us the picture of a narrowing sales funnel. This
perspective has shaped our attitudes. We believe aging leads, withdrawn, or non-
responsive leads as having no value. Quite to the contrary, an aged database of leads, if
managed properly, can consistently yield 3% or better.
The secret to performance from your fall-out is lead nurturing. However, profitably
operating a fall-out production channel requires some automation. The idea is to
percolate deals out of this database with minimal distraction to your core sales. A top lead
management software will be able to help this process.
Email is Not Lead Nurturing
Auto-responders are great too