42 Touches: The Journey from Initial Brand Impression to Closed-Won Deals

• Melissa
• November 18, 2024
• No Comments

In today’s competitive market, closing a deal often requires numerous interactions and touchpoints. Research suggests it can take up to 42 touches from the initial brand impression to a closed-won deal. These touches include all forms of communication, such as emails, phone calls, LinkedIn messages, and text messages. Here’s a friendly guide on navigating this journey to ensure your sales efforts are effective and efficient.

Understanding the Touchpoint Journey

Initial Brand Impression

The journey begins with the first impression your brand makes on a potential customer. This could be through an advertisement, a social media post, a referral, or even a casual mention in a conversation. This initial touchpoint sets the stage for all future interactions.

Building Awareness and Interest

Once the initial impression is made, the goal is to build awareness and interest. This is achieved through a series of strategic touchpoints, including:

• Emails: Sending informative and engaging emails that highlight the benefits of your product or service.
• Phone Calls: Personalizing interactions with phone calls to address specific needs and answer questions.
• LinkedIn Messages: Leveraging LinkedIn to connect professionally and share relevant content.
• Text Messages: Using text messages for timely updates and quick responses.

Nurturing the Relationship

Nurturing the relationship involves consistent and valuable interactions. This stage is crucial as it builds trust and positions your brand as a reliable solution provider.

• Follow-Up Emails: Sending follow-up emails to keep the conversation going and provide additional information.
• Check-In Calls: Regularly checking in with phone calls to understand the prospect’s evolving needs and offer assistance.
• Engaging Content: Sharing valuable content through LinkedIn messages to educate and inform prospects.
• Personalized Texts: Sending personalized text messages to address specific concerns or offer special promotions.

Moving Towards a Decision

As the prospect moves closer to making a decision, the frequency and nature of touchpoints may change. The goal is to address any remaining objections and highlight the value proposition.

• Detailed Emails: Sending detailed emails with case studies, testimonials, and clear value propositions.
• Consultative Calls: Conducting consultative phone calls to address final questions and concerns.
• LinkedIn Engagement: Engaging with the prospect’s content on LinkedIn and sharing relevant success stories.
• Reminder Texts: Sending gentle reminder texts about upcoming meetings or deadlines.

Closing the Deal

The final stage involves the critical touchpoints that lead to closing the deal. These interactions are focused on finalizing terms and ensuring a smooth transition.

• Confirmation Emails: Sending confirmation emails with all agreed-upon terms and next steps.
• Final Phone Calls: Making final phone calls to confirm the decision and thank the prospect for their trust.
• LinkedIn Announcements: Announcing new partnerships or deals (with permission) on LinkedIn to celebrate the success.
• Welcome Texts: Sending welcome texts to new clients, reaffirming their decision and setting a positive tone for the relationship.

Optimizing the 42 Touches

Personalization is Key

Each touchpoint should be personalized to the prospect’s needs and preferences. Use the information gathered throughout the journey to tailor your communications.

Consistency Matters

Consistency in messaging and follow-up is crucial. Ensure that each touchpoint builds on the previous one and reinforces your brand’s value.

Utilize Technology

Leverage CRM tools like HubSpot to track interactions, set reminders, and automate follow-ups. This helps in managing the 42 touchpoints efficiently without missing any critical steps.

Be Patient and Persistent

Closing a deal with 42 touchpoints requires patience and persistence. Stay engaged, be responsive, and always provide value with each interaction.

Gather Feedback

Throughout the journey, gather feedback from prospects to understand what’s working and what’s not. Use this feedback to refine your approach and improve future touchpoints.

Navigating the 42 touchpoints from initial brand impression to closed-won deals is a detailed and strategic process. By leveraging various communication channels and maintaining consistent, personalized interactions, you can build strong relationships and guide prospects through the sales funnel effectively. Embrace this journey with patience, persistence, and a focus on providing value, and you’ll see your efforts pay off with successful closed deals.