Take a look at any marketing-related blog these days and it seems like everyone wants to know, how many touches does it take to make a sale? Many people seem to be referencing Doctor Jeffrey Lant, and his “Rule of Seven”. This rule states:
“You must contact your buyers a minimum of seven times in an 18-month period for them to remember you.”
Of course, nothing is ever unanimously adopted. There are others in the marketing industry who believe that you require far more touches to even generate a qualified sales lead. President of the Northern California DMA, Laurie B. Beasley, has presented research stating that it takes between seven to thirteen (or more) touches just to get those highly coveted leads.
Sequence For Developing Sales-Ready Leads
She outlines a sequence for developing a truly sales-ready lead that includes email campaigns, direct mail campaigns, phone calls, messages, follow-ups, redirects, scheduling, confirming, conference calls, and peer-to-peers.
The Impact Of The Digital Age On Touches To Make A Sale
With the various theories being debated, one must wonder in this new digital age of savvy consumers with busy fingers, “What is the actual answer to this question?” How many touches does it take to make a sale? (**I have a visual in mind here of an owl in a tree like the old Tootsie Pop commercial.)
I would argue that the current market conditions have made these prior philosophies a bit out-of-date.
Today’s consumers are spending vast amounts of time online, researching everything, and becoming more aware of every single aspect of the product or service they are potentially shopping for than they have ever been before. So long, Don Draper.
Strategic Marketing To Your Audience
We are living in a whole new world. Social media and quick internet searches yield a seemingly never-ending pool of information to sift through, and you better believe that many of your potential clients are using this resource ad nauseam to make buying decisions before they ever even make contact with you. That is why we recommend strategic marketing to your audience.
Here’s the good news. Even though many buyers are looking for information online, you don’t have to just sit and wait for them to approach you. You can still be proactive.
- Create an effective online presence to engage and capture the attention of prospects.
- Supply a consistent stream of communication that will educate and cultivate your potential clients by establishing brand awareness.
- Establish yourself as an authority.
These will help reduce the amount of outreach and touches you have to make. Bring your product to your target audience.
By looking at data-driven options, contact account search behavior patterns and online activity to discover areas of interest.
Most of all, be ready to offer the support to your buyers looking for validation instead of education. They’ve already done their homework. You just need to close the deal.
For help with developing and implementing any of these strategies contact Your Marketing Liaison.
Give us a call today 702-767-1735.
In order to take that first step, click the link below to book a free consultation with me and we’ll go ahead and start the process, or message me on LinkedIn to learn more.
Ginger Allen is the owner and CEO of Your Marketing Liaison. She was awarded Woman of Wonder by Deluxe Version Magazine in 2017 and featured in Vegas Inc in January 2018. She lives in Las Vegas with her family where she is passionate about community involvement both for her clients as well as for volunteer and charity opportunities. To learn more visit www.YMLTeam.com/ or email firstname.lastname@example.org.