I have heard all sorts of theories about how many conversations and contacts or “touches” a business owner can anticipate before a sale is made or a customer brought on board—everything from five to ten to twenty different “touches” in order to finally reel someone in. Instead of focusing on the numbers, however, I do think we can concentrate on interacting with our prospects in different ways and making sure we “layer” our approach in order to reach them.
Here is a personal example from my own life: nearly two years ago, I signed up to receive an e-mail newsletter from an organization that I thought I supported, but knew very little about. I started receiving e-mail newsletters and little blurbs and blasts a few times a week. Sometimes, I just deleted them because I didn’t have time to read them through, but many times I did open them up and at least glance over the information inside. I can only remember taking the time to click through to the main web site maybe once or twice. Still, I was interested and considered myself supportive, but I just wasn’t completely “hooked.” A couple months ago, I got an e-mail for a local event and since I was increasingly interested and concerned, I went. Now, keep in mind that every one of these e-mails had an “ask” for me to donate money. They even made a pitch for a donation at the event and many of the individuals present donated. I STILL didn’t. It wasn’t until earlier this week, when I got a particularly inspiring e-mail message that I clicked through and decided to make a monthly donation for the next year. It took dozens and dozens of “touches” for me to become a supporting donor or “customer” of that organization.
I know that I am not representative of everyone, but I am fairly typical. Recently, when I bought a new dining room table, I had been shopping and searching for over a year for just the right table and the furniture store that I wanted to make the purchase from. My point is that we shouldn’t give up on our prospects. While we don’t want to be annoying, as long as people are interested in our information and don’t tell us to STOP sending it, continuing to make contact can eventually pay off in the long run.
Also: Direct Sales–Are You Really In Business For Yourself and By Yourself?
Have You Thought About Selling Your Business?