This past week I had the pleasure of having seasoned sales veteran Neal Isaacs talk about the art of selling to the Triangle Marketing Club. During his talk, Neal brought up a term that I had never heard of before “Touch Points”. Though the term “touch points” is new to me, it’s a term that I’ve longed thought about even though I never had a word to describe it.
– What Are Touch Points –
If you’re selling something in today’s world you need to think about the touch points. A touch point is defined as the process of touching a customer along the selling process to help them make a decision that you would like them to make.
For example, a phone call to a prospect might be your first touch point and an email six weeks later might be another touch point. As seasoned sales vet like Neal will tell you, it’s important to have multiple touch points along the way. Especially if your sales funnel is relatively long. For most B2B businesses, you can have anywhere from 5 – 6 touch points until a prospect converts.
– Know Your Touch Points –
It’s important to know your touch points, whether you are in the business of selling or marketing. As mentioned above, some customers might need to be touched 5 – 6 times along the sales funnel before they convert, while some only need to be touched once if your sales cycle is shorter.
Though every business and customer is different, it’s important that you know how to make a variety of touch points through out the sales funnel.
The following is a 5 touch point plan that has been successful to me, will help any sales person both new or old, retain customers attention and help them convert more sales along the way.
- The Pitch(Cold Call or Cold Email). The initial touch point starts out in a variety of ways, depending on your business. This first touch point can be a cold call or cold email, or a follow up to gage a customer’s interest.
- Next Connect With Them on Social. Once you’ve made that initial connection, it’s important to reach out to them via social media. You want to be able to throw trust signals to your customers about yourself and your business, so connect to them via communication channels that will serve to promote your skills and experinece.
- The One on One. You’ve connected to them online and by phone, now ask them for a one on one. This one on one will be an open and frank conversation about yourself and what you can offer, and also what their needs are.
- The Thank You – This is the part where most people fail. Don’t forget to thank them for their time either via email or by social media, after the one on one. Display to them your thankfulness for their time and you look forward to talking to them in the future.
- Find Ways to Help Them – If you’re in the business of selling at this point you should know whether the client/customer has the money to spend on your services. Whether they will buy from you or not, it’s important that you keep them as a connection and follow up with them on things that will help them. Remember just because they are not a customer of yours now, doesn’t mean they won’t be in the future. By helping their business grow they might remind you in their time of need.
Remember these 5 steps don’t need to happen all at once, but implemented over time they will help your customers convert. To paraphrase Neal “some customers are harder to sell than others, and even some projects can take up to a year to sell, but with the right amount of touch points you should be able to close any project.”
To learn more about Neal connect with him on LinkedIn and to learn more about the Triangle Marketing Club, visit them at TriangleMarketingClub.com.