If you’re able to understand the importance of SEVEN TOUCHES within your sales process your well on the way to getting the sale
One of the clichés out there in the marketing world is that it takes at least seven touches to convert a cold customer to a sale. This is actually true.Basically the more touches or contact you can have with a prospective customer in as many ways as possible, the more likely you are to build strong relationships and in turn sell your product or service.
The problem is that most “sales focussed” organisations stop after the second or third try. This could be for several reasons such as the process being outside their comfort zone, or perhaps they did not receive a very warm reception the first time or they have just plain and simple forgotten to call the prospect back because there are no system in place. This last might sound stupid but in reality is farm more common that it sounds. How many times have you lost that scrap of paper with someone’s number on it or let time pass by and then realised it would be embarrassing to call this far down the track so never reached for the phone.
It all comes down to having the right systems in place which in turn should mean that prospecting does not have to be uncomfortable. By having a systematic approach you’ll ensure that the prospect see’s you or something from your company on a consistent basis. It may differ for the product or service you’re selling depending on the price and how often it’s needed but the basic stay the same.
Here's an example of seven touches a business could make if they were selling boats: