Making the Sale: How Many Touches Does it Take to Seal the Deal?

Making the Sale: How Many Touches Does it Take to Seal the Deal?

The process of making a sale is a complex and multi-faceted one, and there is no single answer to the question of how many touches it takes to close a deal. However, research and experience have shown that it typically takes multiple interactions, or “touches,” with a potential customer before a sale is made.

One study conducted by the Marketing Donut found that it takes an average of 8 touches to generate a viable sales lead. This finding is supported by other research, including a study by the American Marketing Association, which found that it takes an average of 7 to 8 touches to generate a successful sales opportunity.

It’s important to note that the number of touches required to make a sale can vary depending on the specific industry and product or service being sold. For example, a high-ticket item such as a car or a house may require more touches than a low-cost item like a book or a t-shirt. Additionally, the type of sales approach can also impact the number of touches needed. For example, a direct sales approach, such as door-to-door sales or telemarketing, may require more touches than an indirect approach, such as online advertising or social media marketing.

This is one big reason why most businesses have a low conversion rate and a 90%+ fail rate.

Here are some statistics that I’m sure you will find the most interesting:

  • 48% of salespeople never follow up with a prospect
  • 25% of salespeople make a second contact and stop
  • 12% of salespeople only make 3 contacts and stop
  • Only 10% of salespeople make more than 3 contacts
  • 2% of sales are made on the first contact
  • 3% of sales are made on the second contact
  • 5% of sales are made on the third contact
  • 10% of sales are made on the fourth contact
  • 80% of sales are made on the fifth to twelfth contact

In the context of MLM or Network Marketing, which relies on a personal network of individuals to promote and sell products, it is important to keep in mind that the number of touches may vary even more. This is because the personal relationship plays a big role in the decision-making process. A close friend or family member may require fewer touches to make a sale than a complete stranger, for example. Therefore, it is crucial to have a good understanding of your target audience and to adjust your sales approach accordingly.

Given the research indicating that it typically takes multiple touches to make a sale, it’s clear that consistent and timely follow-up is crucial in the sales process. However, manually following up with each potential customer can be time-consuming and inefficient, especially for businesses or individuals with a large number of leads. This is where an automated follow-up solution comes in.

An automated follow-up solution uses technology to streamline the follow-up process and ensure that all leads are contacted in a timely and consistent manner. For example, using email marketing software (autoresponder or CRM), you can set up a series of automated emails that are sent to leads at specific intervals after they have shown interest in your product or service. This can help you stay top of mind with leads, while also freeing up your time to focus on other aspects of your business. Additionally, an automated follow-up solution can also provide valuable insights into which leads are most engaged, and which ones may require additional follow-up.

In conclusion, while there is no magic number of touches that guarantees a sale, research and experience have shown that it typically takes multiple interactions with a potential customer before a sale is made. Businesses and individuals should keep in mind that the specific industry, product or service, and sales approach can all impact the number of touches required to make a sale. In the context of MLM or Network Marketing, the personal relationship plays a big role and it is crucial to have a good understanding of your target audience and to adjust your sales approach accordingly.

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