The Importance of Nurturing Future Business
Today I wanted to talk about the business you have now compared to what your business will become in the future.
When talking about the business you are today, generally, we’re talking about the number of transactions you’re doing and have been doing, among other things. With the business you’re becoming, we talk about future business — what your plans are, what your goals are, and how you plan to achieve them.
Specifically, I wanted to talk about nurture business. The main question in all of this is, “What are you doing right now to nurture all of those future transactions that are in your pipeline?” These are the people who said they’re not going to sell for the next six to nine months.
What kind of program do you have in place to make sure these people are being given information that’s valuable to them and being educated regularly? What are you doing to ensure that from the moment they are identified to you as someone who is going to do business in the future, that you’re constantly providing value to them so that when they’re ready to sign a contract, you’re the person that they call?
Just as an example, what we do is run a service called Concierge. Once that person is identified, we service them at a high level like you would expect from a hotel concierge, from the moment that they are identified as someone who will be doing future business down the process line to signing a contract.
It’s very important that you identify that ‘now’ business, but it’s also important to identify and service nurture business. If you have any more questions about nurture business, give me a call. I’d love to speak with you about it.
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