In Part I, I introduced the oft-used metaphor of the salesperson as “lonely hunter,” out to capture dinner. So it seems only fair that I should also introduce a farming metaphor for readers who tend in a more vegetarian direction.
No matter how many steps your unique Revenue Stage Model ultimately grows to include, the revenue process can be separated into three key phases:
1. Early awareness and preference building, or Seed Nur-turing.
Think of this as planting seeds—that is, initiating small, early stage, not-yet-mature relationships with your customers-to-be. Not every seed you plant will germinate and grow into a mature plant that bears ripe fruit. But the number of seeds you plant, and the nourishment you provide during their early growth, will have everything to do with the ultimate success of your harvest.
In terms of our revenue model, this is the phase characterized by advertising, brand building, awareness generation, social media interaction, search engine optimization, web page browsing, and the like. Your goal here is to get in front of potential buyers and make them aware of your company and products using compelling messages and incentives. Then, when a buyer is ready to make his or her move, you’re there waiting.
2. Core engagement and relationship development, or Lead Nurturing.
You’ve planted the seeds, and a good number have sprouted and grown. Now the goal is to nurture the most promising—lavishing water, fertilizer, and attention on the ...