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Why Nurturing Is the Most Overlooked Stage in Loop Selling

  • Writer: Ntende Kenneth
    Ntende Kenneth
  • Sep 21
  • 4 min read

Updated: Sep 22

Salespeople love the chase. They enjoy the thrill of finding a new lead and the satisfaction of closing a deal. But what happens in between is where most businesses lose money.

That middle stage is called nurturing, and it’s often treated like an afterthought. A few emails here. A “just checking in” phone call there. Then silence.

In reality, nurturing is where deals are made or lost. In the Loop Selling model. Find, Nurture, Convert, Retain, Measure nurturing isn’t a side note. It’s the stage that holds the loop together. If you ignore it, your sales process leaks like a broken pipe. If you master it, you’ll build a pipeline that never runs dry.



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What Nurturing Really Means

Nurturing is simple: it’s the process of keeping a lead engaged and interested until they’re ready to buy.

But let’s clear one thing up: nurturing is not nagging. It’s not flooding someone’s inbox with promotions or calling every week with nothing new to say.

Real nurturing is about relevance and timing. It’s showing up consistently with something that helps the lead solve a problem, make sense of a decision, or feel more confident about your solution.

Think of it like farming. Finding leads is planting the seed. Closing is harvesting. Nurturing is watering, fertilizing, and protecting the crop until it’s ready. Skip this stage and you end up with an empty field.


Why Nurturing Matters More Than You Think

1. Most Leads Aren’t Ready to Buy Right Away

Studies show that less than 10% of leads are ready to buy when you first meet them. That means 90% need time. If you only focus on the ones who are ready today, you’ll miss the real revenue hiding in tomorrow’s buyers.

2. It’s Cheaper Than Always Finding New Leads

Acquiring new leads is expensive — ads, cold outreach, events. Nurturing is cheaper. You’ve already paid to find that lead; nurturing is simply making sure your investment doesn’t go to waste.

3. Nurturing Builds Trust

Sales cycles, especially in B2B, are longer because buyers are cautious. They research. They compare. They delay. Consistent nurturing builds trust over that waiting period. When they finally decide, they remember the company that stayed helpful, not the one that disappeared.

4. Nurturing Sets the Tone for Retention

How you treat a lead before they buy is a preview of how you’ll treat them after. If you’re lazy in nurturing, don’t expect loyalty after closing. But if you’re attentive and supportive, the loop into retention becomes natural.

Practical Ways to Nurture Leads in Loop Selling

1. Personalize Every Touchpoint

Generic “Hope you’re doing well” emails don’t move the needle. Show that you remember the lead’s pain points. For example:

  • If a school owner said enrollment is low, send them an article on how digital campaigns increase admissions.

  • If a retail business said foot traffic is down, share a short video on WhatsApp about customer re-engagement.

Relevance turns follow-ups from annoying to valuable.

2. Use Multiple Channels

Don’t rely on just one channel. Some people ignore emails but respond to WhatsApp. Others prefer LinkedIn. Use a mix:

  • Email: Great for detailed content.

  • SMS/WhatsApp: Quick, personal reminders or updates.

  • Social Media: Engage with their posts and comment thoughtfully.

  • Calls/Meetings: Use sparingly but with impact.

The goal is not to bombard, but to be visible across the spaces they already use.

3. Educate Before You Sell

People resist hard sells but welcome useful information. That’s why content is the fuel of nurturing. Share:

  • Case studies from similar businesses.

  • Short guides or checklists.

  • Insights from your industry.

  • Mini-videos explaining common mistakes.

When you educate, you position yourself as a partner, not just a vendor.

4. Ask for Micro-Commitments

Instead of pushing for the big yes (the sale), nurture with small asks. For example:

  • “Would you like me to send you a quick case study?”

  • “We’re running a free webinar next week. Want me to save you a spot?”

  • “Can I share a short checklist that might help with your marketing?”

These micro-commitments keep the relationship active and move the lead closer to a decision.

5. Keep a Consistent Cadence

Leads go cold when you disappear. Nurturing needs rhythm — not daily spam, but consistent, planned touchpoints. For example:

  • Week 1: Thank you message and quick resource.

  • Week 2: Case study.

  • Week 4: Call or WhatsApp follow-up.

  • Week 6: Industry insight.

By keeping a regular flow, you remain top of mind without becoming overwhelming.


Learn more about Loop Selling

Mistakes Businesses Make When Nurturing

  1. Treating Every Lead the Same – Not all leads are equal. Segment them by interest level, industry, or buying stage. Then tailor your nurturing accordingly.

  2. Being Too Salesy Too Soon – Jumping into “Are you ready to buy?” before trust is built kills momentum.

  3. Going Silent After the First Contact – Many businesses give up after two touchpoints. Nurturing is a long game.

  4. Not Tracking Engagement – If you don’t measure opens, clicks, and responses, you can’t improve your nurturing strategy.


How Automation Can Supercharge Nurturing

Doing all of this manually is tough. That’s why automation exists.

Platforms like Trembi Marketing let you build nurturing workflows across email, SMS, and WhatsApp. Instead of remembering when to follow up, you design a sequence once, and the system does the heavy lifting.

For example:

  • Day 1: Send a welcome email.

  • Day 5: Send a case study via WhatsApp.

  • Day 10: Send an SMS with a free guide link.

  • Day 20: Automated reminder to schedule a call.

This way, no lead gets forgotten, and your nurturing runs 24/7 without you chasing every single contact.

Get started with Trembi Marketing

Case Example: Nurturing in Action

Let’s say a real estate company finds 100 new leads from a Facebook campaign. Only 10 are ready to buy immediately. Without nurturing, the other 90 are lost.

But with nurturing:

  • They get weekly updates about property trends.

  • They receive videos explaining how to get mortgage approvals.

  • They’re invited to a free webinar on “Buying Your First Home.”

Three months later, when 20 of those leads are ready, they remember the company that kept showing up. Suddenly, 10 sales become 30. That’s the power of nurturing in Loop Selling.


Closing Thought

Nurturing is the bridge between finding and converting. Ignore it, and you’ll keep feeling like your sales pipeline is leaking. Master it, and every loop becomes stronger, feeding not just conversions but also retention and referrals.

Loop Selling isn’t about pushing harder; it’s about staying present, helpful, and consistent. And in that loop, nurturing is the heartbeat.


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