Escape prospecting and start nurturing in the B2B c-suite executive market 

Theodore Roosevelt once said, “People don’t care how much you know until they know how much you care.“ This is as true for salespeople and for lead generation in the c-suite executive space. Often, there can be too much emphasis on closing deals right away – prospecting. But, there should be more emphasis on taking care of those not ready to close right away – nurturing. 

If an executive knows you care about them, they’re much more likely to come to you when the timing is right to close a deal. Check out our blog on taking the long term vs. the short term to you pipeline here.

To start nurturing executives in your exact target market, you need to be respectful of their position. Think about timing. For example, hotels are beginning to turn a corner right now. If hoteliers make up part of your target market, hopefully you will have been talking to them for several weeks or months already.  It should be about communicating for the future, the point people are ready. 

Especially with the way things are in the world right now, there can be the temptation to forget about nurturing for the future. I was talking to a business in the culture transformation space the other day. They shut up shop and furloughed people because they couldn’t see anyone would be looking for their offering due to COVID. But, now is the time to be banging their drum the loudest. If they were out there offering advice to potential clients in a crisis situation, when things return to normal, you can guarantee they’ll reap the benefits when things return to normal.