We know that making a sale doesn’t just happen without a whole lot of hard work and persistence.
But do you know where and how you should be focusing your energy to increase your sales?
It’s all down to The Magic Touch… or Touches.
What Do I Mean By “Touches”?
I’m not suggesting you start touching your clients… probably not welcome in the post-covid world.
In marketing terms a “touch” is a point of contact between you and a customer. Any contact at all. It could be a direct phone call or email, a social media interaction, an advert or even a letter sent via snail mail!
Research shows that if you want to make sales you’ve got to be touching your customers A LOT.
But How “Touchy” Should You Be?
It depends. Your market, your offering and your pricepoint will all influence how many touches a client needs before they are ready to hand over the cash.
For example, It may not take much to get a customer to buy a sandwich but it will take a lot to get them to buy the whole sandwich shop!
Studies used to say the magic number was 7… but these days a ballpark figure is more likely to be 12 thanks to the modern day super-short attention span and the very noisy online world.
To get an idea of how many “touches” you need to be making, think about if it’s a considered buying process for the customer. Can somebody say ‘yes’ quickly or will it take some consideration and time for them to make a purchase?
This will depend on factors such as;
- The Price Point (a more expensive product/service is going to need extra consideration)
- Urgent Need (the roof is leaking, I need somebody in to fix the broken tiles!)
- Competition in Your Field (where can I get a better deal or better quality)
- Opportunity (this is a bargain that might not come around again!)
How Many “Touches” Should You Be Making?
Are you afraid of overdoing it and harassing prospective customers? Many business owners feel the same so they tend to go low with the number of touches.
You really don’t have to worry about that because in this case, more is usually more.
It’s so easy for a couple of emails to be forgotten about when there are a hundred other things in somebody’s mailbox that need tending to. Or their social media has new notifications to distract them every time they pick up their phone!
The extra few touches through good content and marketing and then a well timed phone call or email is the minimum that you’ll need to secure a sale. This will not be enough to annoy or harass your potential customers!
There is another reason why we imagine that we need fewer “touches” to make a sale…
It’s the same reason that I’m so often late when getting my kids ready to leave the house in the morning.
It’s Called “Hindsight Bias”
This is when we already know the outcome to an event so we remember the journey there to be easier with fewer steps taken than it actually took.
With hindsight bias, our previous sales seem simpler than they were because we know the outcome.
As well as this, there is loads of evidence to suggest that response rates increase in proportion to outreach attempts (up to a sensible limit).
Over estimating the number of touches required will increase how much you sell!
Where Are The Best Places To Touch Your Clients?
Phone calls can easily be missed, emails can get lost amongst the sea of other marketing mail, life admin and work stuff or worse… misdirected to junk! (I’ll come back to this in a minute!)
So it’s really important that you’re delivering your message in a variety of ways and spaces.
Your touches should be tailored to your types of clients and what contact usually works best with them. It needs to be varied enough to reach them on different platforms, at different times, on different days.
A good mix of calls, emails, paid ads and social media marketing and commenting should make up your touchpoint quota. When you’ve decided on the number of “touches” you need, it’s time to put your efforts into getting there consistently.
So then you can check your response rates over a period of time and see if you need to up your game!
Why Email Is Such An Effective Place To Reach Prospects.
Email is my favourite way to connect with potential clients because it’s personal and controlled by me and not a robot.
Have you ever wondered why sometimes your social media posts will reach hundreds and other times they are seen by three people? (and two of those are within your family!)
This is down to an algorithm controlling what happens to your posts.
With an emailing list, you know where your messages are going and you can control when they arrive. You can also track your open rates and make sure that your message gets in front of your target audience.
To make sure your emails are reaching the right people, it’s important that you keep your email list clean and delete people who aren’t opening your messages!
I explain exactly why this matters and how to prevent your hard work from being sent straight to junk with this blog post Email Deliverability: How A Dirty List Affects Your Results And What To Do About It.
So, now you know why you have to touch your clients in a way that pleases them (ha! Not like that… get your mind out of the gutter) it’s time to start reaching out! Write those follow up emails and start increasing those touch points!
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