How to Use Lead Nurturing to Create Relationships, Build Trust and Increase Sales


Lead nurturing is the relationship that you build with prospects over time by interacting with them in a variety of ways, building trust and leading the prospect to become a client. This time is spent learning about the prospects problems and how your company can provide the solution to their problem.

You’ve done it. You designed the perfect marketing campaign, implemented it and the leads are coming in.

Your prospects are interested, yippee, so now what? How do you nurture that prospect to become a client? This is where lead nurturing comes into play.

The lead nurturing process developed over stages. Let’s use Dating as an example:

  1. Introduction
  2. First Date
  3. Dating
  4. Proposal
  5. Wedding

I will use me as an example.

Before I begin looking for Mr. Right, I must decide what qualities he must possess.

Mr. Rights Ideal qualities:

Tall, handsome, between 35-50 years old, educated, professionally employed, likes children, traveling, well read, honest, and fun.

Now I know what type of man I am looking for. What type of women are these men looking for? How do I find out?

I can visit online dating groups and read the profiles of the type of men that interest me. Do I offer the qualities that they are looking for? So let’s say that I notice that they mention similar things among the many profiles that I have read.

What Mr. Right is looking for?

He is looking for women who is educated, well read, likes to travel, takes pride in her appearance, likes sports, cooks and enjoys music.

So now what do I do with this information?

Now it’s time to brand myself to show him that I meet his qualifications. How do I go about doing this?

What are my strong suits, where I already qualify? I am educated, well read, like to travel, enjoy music. I come up short with maintaining my appearance (working from home I have gotten used to dressing down and sometimes do not keep my hair maintained on a daily basis). Cooking, I can cook but I am a basic cook, yet I am willing to improve my cooking skills. Sports, yeah well, I am knowledgeable about many sports, but not a sports fan, but I am willing to watch sometimes.

How do I improve my brand?

I can buy some clothes that are business casual, so that I always look good and professional but not stuffy. I can also buy clothes that are attractive, yet comfortable for social occasions. I can get my hair cut in a simple but easy to maintain hairstyle. I can buy a couple of cookbooks and practice cooking a variety of meals across different cultures.

Before looking for my perfect man, I spend some time building a brand that will draw his attention and keep his interest.

Now it is time for find men who may meet these qualities. How do I go about doing this?

Hum…well I can tell my friends what I am looking for and ask them to introduce me to any friends they may have. I can join online and/or offline dating sites and organizations of interest where I can meet people. I can just get out more and start meeting people and enjoying myself (need to do this anyway).

How does this apply to business?

You look at the problems that your ideal clients are experiencing. Do you offer the solutions that they need to solve their problems? If not, can you provide the solutions that they are looking for?

Great, I’ve improved my brand and I’m looking more like the ideal woman for my ideal man, what’s next?


Now it is time to introduce myself to possible prospects. This means going on blind dates set-up by my friends. Introduce myself to the men whose online profiles intrigue me. Having the matchmaker match me to men and going on dates, and attending functions of the groups I have joined and introducing myself.

The idea is to get out and being seen by as many potential prospects as possible.

How does this apply to business?

You find a variety of ways to introduce yourself to prospects.

  • Join the groups where they are members
  • Answer their questions
  • Offer free white papers
  • Create a blog
  • Create eBooks
  • Join forums
  • Become socially involved
  • Create events for prospects to attend
  • Ask current clients to introduce you to prospects
  • Get them to sign up for your newsletter

First Dates:

Well yippee; I have many prospects for Mr. Right. Now it’s time to get to know him and find out if he qualifies to be the one for me, this is done over the first couple of dates. This is where I want to make a great first impression. I don’t want to be too aggressive. I want to listen to him and learn about his likes and needs. I want to offer some information about me that will make interested and desiring a second date. I don’t want to tell all on the first date, but I want to be honest. Not misleading. This is where I let my personality shine. I show him that I am witty, outgoing, adventurous, and smart.

How does this apply to business?

  • Create videos and podcasts
  • Create case studies
  • Provide guides
  • Show testimonials
  • Use informational forms
  • Offer special reports
  • Keep in contact with your newsletter (send survey’s, subscribers only information, ect.)


Whew, I’ve been on many dates and kicked a lot of tires. However, it looks like I have possibly found Mr. Right. However, how do I nurture/lead him to the proposal stage?



This is where I begin to pull out the stops. I offer to cook for him at my home. I play great music and show him my diverse taste in music. I offer intelligent, open-minded, diverse conversations. I impress him with my knowledge of cultures and my past travels. I talk to him about current events from around the world. I enjoy his family and friends and become one of the members of his group. The ultimate goal is for us to become an exclusive item.

How does this apply to business?

  • Offer free consultation
  • Offer discounts or exclusive material
  • Offer webinars
  • Offer teleseminars
  • Offer seminars
  • Produce slideshows
  • Share relevant information
  • Create workbooks and manuals



This is where I show him how a partnership with me would be ideal over any other woman. I have what he is looking for and now he needs to get over the jitters and ask my hand in marriage. How do I move him along?

First, I need to make sure that he is ready and that it’s not just want I want. I find out for sure what his needs really are. He doesn’t want to live alone. Will marriage solve that problem? Yes. He wants to have a family. Will marriage solve that problem? Yes. He doesn’t want to grow old alone. Will marriage solve that problem? Yes.

However, it doesn’t mean he necessarily wants to be married to me. Therefore, I use questions to gauge his interest. Where does he see our relationship a year or five years from now?

By asking questions, I am making sure that he is differently a qualified prospect. I am also getting him to think about a partnership with me and he will benefit and increase his happiness. Over time, I have gained and increased his interest in me by offering intelligent conversations, being presentable to meet his friends and family, cooking a variety of delicious meals and being a great person to spend time.

How does this apply to business?

  • Send emails
  • Make phone calls
  • Send survey’s
  • Offer references
  • Offer case studies (how well partnering with others how worked for them)
  • Show the return on their investment
  • Offer a consultation

I’ve done it. He popped the question and I said yes. Now it’s time to seal the deal.


The deal isn’t done. How do I make sure he doesn’t back out.

Well I keep doing the things that have kept him interested. I do not change things and cause him to get nervous. I don’t act as if the deal is already closed. I keep nurturing our relationship just as I have in the past. I keep cooking new and exciting meals. I treat his family and friends with love and respect. I maintain my appearance. I continue to learn and expand my horizons. I keep doing all the things that gained his interest.

How does this apply to business?

  • Send segmented emails, remain engaged
  • Offer free webinars and videos
  • Use custom landing pages
  • Ask for the sale

After the Wedding:

I continue to nurture the relationship after we are married. I show him that I a value to him today, tomorrow and for years to come. I respect our relationship and understand that at any time he can go looking for a new partner.

Your Turn:

Are you nurturing your leads to turn them into clients?

If so how?

If not, why not?

What I want you to do next:

Leave a comment on my Blog, like me on Facebook, follow me on Twitter, join my LinkedIn group Marketing and PR for the Financial Services Industry  and sign up for my NEWSLETTER




2 Comments to How to Use Lead Nurturing to Create Relationships, Build Trust and Increase Sales

  1. Do People Trust Your Business? » Wordzopolis Marketing says:

    […] you looking for more prospective clients, to build a relationship with prospects and converting prospects into clients, increased trust among current clients, to gain referrals, […]

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  2. Stop Giving Away Your Damn Clients says:

    [...] in my hand; if I am not home, he leaves it on my door. He even asks about my mom, he continually nurtures our [...]

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