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Digital Dive: The Digital Buyer's Journey: How to Nurture Your Potential Clients

By Spencer X. Smith
February 01, 2021

Open your inbox and count how many times you've received an email like the following: "Hey Jane Doe, I'm just following up to see if you received my last email." Or I'm "touching base" or "checking in." Doesn't it seem like many digital salespeople follow this same impersonal sequence?

  1. Cold email pitching product/service
  2. Follow-up email checking to see if you received the first email
  3. "I'm reaching out for the last time to see if you're interested."

Why is this happening? And why is it happening at a seemingly accelerated rate? Volume. More emails yield more activity, and activity is the first metric by which salespeople are judged. The sales funnel, if you're following this formula, is:

  1. Activity
  2. Opportunities (prospects)
  3. Sales (clients)

Digital salespeople rarely, if ever, initially meet their potential clients in person or synchronously (phone, video call, instant messaging). And because these digital salespeople have very large sales territories, they can afford to turn off 90%+ of their recipients with their spam emails. Email is basically free and can be sent to a near-unlimited audience instantaneously. To hit their sales goals, digital salespeople can burn through an extraordinary volume of emails to discover those who will say, "Yes."

Effective business development requires building relationships to grow your practice. The people with whom you'd like to do business are those you may see at the Chamber of Commerce meetings, annual industry conferences, or on the golf course.

Because you don't have an almost infinite base of potential clients to spam with templated emails, like our friends the digital salespeople, trying the "spray & pray" model they use simply won't work. You'll sew more anger than goodwill by using their tactics.

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