Nurturing vs Prospecting

Demand Creation ‌• September 5, 2009

It is interesting to see so many people try to confuse nurturing with prospecting.  In my mind, prospecting is all about finding prospective customers who have a defined need for which my product or service will be a great solution to address their need.  A defined need happens when a prospect fully understands their issues, and has determined that their status quo situation is unacceptable.

Prospects want to find solutions to their known problems.  They are very much interested in solution information.  And this is the type of information that most companies have voluminous amounts of.  You know the stuff, features, benefits, demos, specifications, process diagrams, screen shots, etc.

Nurturing on the other hand is all about helping people (suspects) who don’t yet have a defined need determine whether their status quo situation is or should be unacceptable.  The distinction is that suspects don’t yet know or believe they have a problem or issue with their current situation.

Consequently, nurturing then is all about educating these suspects and helping them understand the potential issues and problems they may have with their current situation.  People who are at this stage of learning aren’t interested in biased self-proclaiming wonders.  Rather, they are interested in credible, unbiased information that articulates what the potential issues are with their current situation in language they can understand .

Sources that provide this type of unbiased, value-added information become credible and trusted by suspects who will one day be prospects with a defined need.  When that transition occurs, those trusted sources are already well positioned in the prospect’s mind, maybe even to the point that predisposition has set in.

Update – Ardath Albee has a great blog called “Marketing Interactions” and she recently had a post worth sharing – “How do your prospects know?“.

Sam McCue
Inbound Marketing guru, avid fisherman, and all-around backcountry enthusiast.

Leave a Reply

Be the First to Comment!

Notify of
form's img man form

Smash your sales goals

With the only Sales Development Software built for teams and best practices built right in. Get a Demo:

Similar Posts:

Phil Styrlund

Summit Group CEO Phil Styrlund Joins OppSource Board of Directors

Saint Paul, Minn., Aug. 15, 2017⎯OppSource, a leading SaaS-based sales development platform provider, today announced that Philip R. Styrlund has joined the company’s board of directors. Styrlund is an internationally recognized thought leader on business value transformation and the owner…

Read More
Email Tracking Image

5 Ways to Accelerate Sales Results with Email Tracking

There are only so many calls, emails and meetings a sales representative can set up in a single day, meaning the outreach that is conducted must be as effective as possible. When contacting leads and prospects, it can be frustrating…

Read More
All Blog Posts
One Neck - Sales Development Software
Arcserve Logo
Life touch

Get the best of sales development and sales development management content in your inbox every month: