Prospects are vital to any business, in particular to CPA and accounting firms. Beyond only searching for prospects via effective accountant websites or responding to prospect questions and sales contact, prospects must be categorized and nurtured so that they can be reused and recycled for further business practices.
Developing new accounting customers is an important goal. However, lead nurturing also makes sure you don’t let opportunities from the business landscape slip by. The competitive landscape is tough and new business is hard to come by. It would be a shame to miss an opportunity for a great partnership. You want to be thorough when expanding your business. The practice of lead nurturing makes sure you take advantage of all new opportunities.
Lead nurturing can appear repetitive and tiresome. It is a critical practice, however, in developing any new business. As a CPA, lead nurturing is an essential business practice. Below are the reasons why.
1) Nurtured leads make up 77% of potential business
It is not wise to leave your leads unnurtured. It creates a large risk of lost business. Knowing whom you have already touched and with whom you can expand your professional relationship allows you to significantly grow your accounting firm and expand your networking reach exponentially.
2) Over time, leads can change their mind
It is a good strategy to give your leads room to evaluate your firm’s services. Asking for a ‘yes’ or a ‘no’ right away is risky. This gives them the opportunity to weigh all of their options and decide what works for them. Continued touches mean that your accounting firm stays at the front of their mind.
3) The process of nurturing leads is quite simple
After initial contact with leads from accountant website traffic, easy follow-up calls and adding your leads to a mailing list is an almost effortless way to grow your business. Light touches that are well timed show discretion and concern for your leads, and do not add substantially to you or your staff’s workload.
4) Effective lead nurturing creates a trusted relationship
Show your leads you care. This makes them more likely to engage with your accountant firm. Ultimately, the human side to accounting converts leads into customers, whereas the business side can make you seem distant, cold, and unapproachable.
5) Nurturing leads presents your firm as thorough
The process of following up with a lead shows consistency, even in the very preliminary stages of business dealings that will translate into dedicated, consistent, and high quality results. The intent of lead nurturing is to win the lead over and convert them to a client for your accounting firm.
6) You will understand your leads better when you nurture them
In learning which parts of the accounting website lead nurturing processes bear the most favorable results, you will be able to empathize with your clients and to ultimately serve them better through the life of your business relationship.
7) Nurturing leads alters the competitive landscape
Simple, light touches for your leads beyond initial contact set you apart from the competition, particularly in front of those who do not practice lead nurturing.
8) Lead nurturing prevents redundancy
It is enormously counterproductive to further touch prospects that have turned down your firm. To persistantly contact them makes them feel as though they are being spammed. Isolating leads which turned down your company altogether prevents repetition and prevents the development of a bad reputation amongst leads who are as yet undecided.