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They used to say it takes seven points of contact to make a sale…

These days that number is much higher due to the massive amounts of sales messages we see in email and on the web. Even in the B2B space – there are lots of newsletters and Google ads, LinkedIn messages, blog posts, etc. Even if that number is now 50, the key is still the same: the more and more kinds of points of contact the better.

What are points of contact?

Any time or way in which someone comes into contact with your company. Including: business card, networking, call from your office, newsletter, website, they see you speak, an ad, blog posts, articles you write, Twitter messages, etc.

The reason I say the more kinds the merrier is because, for example: if they met you once and only continue to receive your company newsletter, it gets monotonous and they start ignoring it. Meanwhile, if they also see an ad, an update pops-up on LinkedIn, then notice you’re speaking as an expert, or spot your brochure on a colleagues desk, then get the newsletter again; suddenly you are top of mind for whatever you do. Plus, you provide more opportunities for them to sell you to decision makers and more ways to refer you (ex: send your newsletter to a peer). You provide more opportunities for them to see your brilliance and understand all of what you do.

I want to do something bold!

This is what a very action-oriented and adventurous client said to me. Doing a specific campaign, something one-time and flashy is great for bringing people into your funnel – the most fun projects for Rapport actually. However, if you succeed in bringing people in, then what? You need to have other points of contact ready to go to keep them engaged and coming back, or leading them to your pre-sale action step. For this particular client once she brings them in en masse, she needs to build trust with them to move to the next step in the buying cycle, so we have to make sure mechanisms for doing that are there to support the initial big effort.

Sounds like a lot of money and effort.

This is also why variety is good. The best thing to make it easier is include items that happen more automatically and can impact a large number of people at once, like a newsletter. The second thing is to decide what marketing things you’re going to do and then plan and budget for them over a quarter, if not a year. An action plan really makes things much less daunting.

Remember, if you don’t plan for and support one effort with other points of contact, you’re probably wasting time and money on the first one anyway.

Bring all that marketing together.

Be strategic and smart. Spend your time and money wisely by planning, making sure you’re talking to ideal clients in the right way, but also by ensuring all your points of contact are leading prospects on a consistent and compelling path towards your pre-sale action step. Rapport has developed a great tool for helping you do this: the Rapport Marketing Map.

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4 Responses to They used to say it takes seven points of contact to make a sale…

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