A 4E principle is that the encourage phase is designed to keep your company's name in front of your prospects until they are ready are to buy. During this phase you should provide information that is of value to your prospects.

Ask yourself the following questions as a way to decide the kind of value you can provide.

• What specialised knowledge do we have?
• What can we provide to our prospects that they will see to be of value?
• How can we package this knowledge to be easily digestible and free of jargon?

Here are some examples:

• A plant store that sends out seasonal tips on garden maintenance
• A consulting firm that writes research based articles on current management topics
• A bottle shop that holds tasting evenings