You don’t often make a sale on the first call to a prospect. It generally takes seven to ten (or more) touches to make a sale.
Think of a fisherman throwing a bunch of hooks in the water with short-lived bait, and then not pulling the hooks out of the water, putting fresh bait on and trying again. It takes multiple touches to get fish in the boat.
The seven to ten touches or impressions (an email, a newsletter, a phone call, a meeting, a direct tweet, etc.) it takes to make a sale are crucial components of the nurturing process. They give you the opportunity to educate your prospect as they move towards a buying decision.