Nurturing Prospects that Aren't Ready to Buy Yet w/ Stephen Beach

Outbound Sales Lift

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#87: Listen as Stephen Beach, Co-Founder and CMO at Vantage Impact, discusses following up and nurturing prospects who may not necessarily be ready to buy right now.

Don’t feel like listening? Read the Episode Cliff Notes instead below:

Adding Value (0:22)

It’s more valuable, faster, more efficient to nurture your prospects that you’ve already done a lot of the leg work to get them out of the gates. So it’s a more powerful channel to put a lot of time and energy into.

We feel like nothing’s happening on their side, and we don’t want to be the annoying salesperson.

But if you truly believe in your product or your service, you know, deep down, that it’s going to help. That’s your mindset. If you don’t have that belief, then all this nurturing and trying to stay in touch with them will probably feel a little bit desperate.

It’s embracing the customer-centric mindset.

Tactically speaking, share with people. Talk about industry news articles. Find an article that’s relevant to your client. Come across it on your LinkedIn feed or whatever it is and your Google alerts and copy and paste the URL and send it over to them.

​​Compile a database of this type of stuff that you could pull from.

These can start conversations that otherwise would be hard to start because that isn’t very pleasant if you’re checking in. So if you’re adding value, now you’ve got that open space for dialogue that maybe can take place.

Ask yourself- how do you close the deal? A lot of the time, the answer is to continue to show value to the prospect repeatedly.

Nurturing Prospects (9:33)

Stay in front for as long as possible with them, and as you keep showing them value, as many things as you can are directly related to them.

As we’re nurturing prospects, we’re trying to build a relationship, and we’re trying to add value continuously.

Is there anyone in your network that would benefit from talking with me or just having a 15-minute introduction? And a lot of times, you get a good response to that.

Adding value activities, especially I love giving them a referral, introducing someone to them that they might help, or they might work with or whatever that to me is huge.

Podcasting as a Way of Connecting (13:05)

We reach out to a prospect, somebody I’m already talking to, and ask if they want to be on our series. That way, it’s a blend of marketing and sales, but who will say no to that. And all of a sudden, you’re in front of them.

Again, they’re talking to somebody on the team, so we’re developing the relationship. It’s very natural for them to be like, oh yeah, by the way, you should talk to this other person. Interview them or tell them a bit about what you do.

It doesn’t matter if you work with all these folks you’re helping, and you’re building that network. You don’t always have to build.

In a one-to-one relationship, with the advantage of social media and podcasts and all the available tools, you can build these one-to-many style relationships.

Stephen’s Bio:

Stephen is a sales rep turned inbound marketer, giving him a unique perspective on marketing-sales alignment and how marketing can best support a company’s sales efforts. Stephen is CMO at Vantage Impact, helping clients set up and optimize HubSpot’s tools to market better and sell more effectively and efficiently. His unique modernized approach to marketing and sales is a game changer for the financial services industry, helping advisory practices move beyond cookie cutter content and hand shaking at events, to be more digital and automated without losing personal touch.

Golf, cold brew, bourbon (in that order). Big fan of goofy t-shirts and craft brewery trucker hats. ——

Last year Traci Beach and I started a second business with our brother-in-law, Boston Cardinal. In the middle of a pandemic with a bunch of little kids running around felt like the right time 😳😁…so we formed Vantage Impact. We are excited about this business because the model we’ve built is very unique.

Yet what we did was very simple really: we combined our Craft Impact: A Growth & Communications Agency business with Boston’s 10+ years of financial advisor recruiting experience, where he managed 1500+ financial advisor transitions.

Vantage Impact exists to guide financial advisors through big changes for their practice. We have two sides to the business: Transition and Growth.

Once we help advisors find the right firm, talent or custodian, we leverage strategic marketing and change communications, so they can grow a practice that’s profitable, impactful and life giving.

Cheers 🍻 to 2 “Impact” businesses 😛 and 3 little kids…what a ride!

Important Links:

Stephen Beach’s LinkedIn Profile