Sales touchpoints are all those routes through which prospects or customers can communicate with an organization and form, maintain or change their opinion about the organization or a brand. At these touchpoints, they may simply request or deliver information, or may actually make a purchase.
In its essence, a touchpoint is an experience. The quality of this experience will strongly influence whether leads or customers wish to further continue their engagement with the organization.
In simple words, a touchpoint can bring new customers or drive away existing ones.
Here are the top touches that lead to a sales closure by positively impacting prospects:
One of the key elements of modern sales engagement, emails remain one of the most preferred modes of communication.
Because emails can carry plain text as well as images and carry attachments like documents videos, you can use emails to persuade and convert your prospects.
Today, it’s becoming increasingly common to sell products and services over email.
How to make it work: If you’re sending out cold emails, you’ll want to check out these tips for cold emails. Remember to always be helpful but never too salesy in your emails. And don’t forget to make their problems the center of all your emails.
Alternatively, you could be sending out emails and newsletters to a list you’ve built. In such a case, you can share great content to project yourself as an authority. This will make prospects trust you with their challenges.
Key driver: Accuracy of email data is most important.
2. Phone calls
Yes, the good old phone is alive, kicking and powerful.
Phone calls work well because the prospect is relieved to finally hear a human voice at the other end. Phone calls also let you personalize the communication and hence more clearly focus on what the prospect is asking for.
How to make it work: If you’re making cold calls, you’ll almost certainly want to have a script to work with.
A script will tell you what all things you need to cover even if the prospect is in a hurry. That means no important stuff will be left out.
Besides, if a customer is unhappy about something or a prospect has an unusual question, a script will ensure you know how exactly to respond. That will optimize your conversations.
Key driver: Making humane conversations that are not rigidly tied down to the script is critical.
3. Online ads
With search engines, social media and professional networks so widely used today, it’s unlikely you’ll not want to leverage the power of online ads.
Because they can fit all budgets and give you deeper performance insights, online ads can be your key sales touchpoints. More importantly, they can be targeted based on your ideal demographics, making sure every ad dollar is spent in the right direction.
How to make it work: Choose your platform wisely, because there’s no one single platform that suits all products and services.
For instance, games would be best suited to social media platforms like Facebook. Fashion accessories probably would find Instagram a better choice. A risk management service would find more leads and customers from LinkedIn than elsewhere.
Key driver: Proper targeting is essential to make sure you achieve results without overshooting your budget.
4. Social media
All brands big and small want to have a presence on social media. Social media easily lets you share your content and products and engage your prospects.
Another significant aspect of social media is that you can use it to carry out a rather unstructured A/B test. If you plan to run paid ad campaigns, you can first showcase them on your account and observe how your connections engage and respond to them.
Finally, social media provides you a fun way to stay connected with prospects, power soft-launches and build a community of die-hard fans of your brand.
How to make it work: Social media is a powerful tool to galvanize support and build a buzz around your brand.
Social media also carries the soft power of social proof. When you have a fairly decent number of fans for your brand, it’s hard for other people to simply ignore what you are selling.
Put efforts into building a strong community centered around your brand. That will strengthen your brand and ultimately can be leveraged to drive growth.
Key driver: Be sure to always respond to comments from people who’ve connected with you.
5. Events and exhibitions
Another good old sales promotional element in your sales and marketing strategy action plan, trade fairs, events and exhibitions provide you a unique opportunity to meet people in real-life. Such events bring suppliers, manufacturers, consumers, authorities and other stakeholders under one roof.
What’s really interesting is the quality and the quantity of people you’ll meet.
How to make it work: In case of some products or some events, exhibitors walk out a rich order book by the time the event ends. In other cases, you take home a rich database of contacts that you can begin nurturing. Which is why it’s important to be clear as to what you expect out of the event.
That will also steer your budget, as also the size of the event, location and other factors.
In all cases, be sure to train whatever teams especially for the event. That’s because the event will provide you a short window within which to network with people and leads who can help your business grow.
Key driver: Pay the most attention to the space you’ve got to exhibit. If you’re just a visitor, be sure to network with the right people since the time will be limited and the attention of your target group could be divided.
Sometimes, what events and exhibitions can do offline, a webinar can pretty much do online.
By getting people together to listen to your team and you, you get an opportunity to do a number of things. Webinars provide you an almost informal setup in which you can better listen to them understand and articulate their problems.
Also, they provide you a subtle opportunity to establish yourself as an authority in a certain field.
How to make it work: Don’t go looking for any immediate sales in webinars – that likely won’t happen. Focus on delivering value. Interact respectfully and be generous in helping.
Focus on the presentation quality – be sure to check in advance the slides and videos you plan to run during the webinar. Have an elevator pitch that best showcases your company but avoid being elaborate and salesy.
Always be on the lookout for small signals of how your attendees perceive your brand or the competitors’. You can understand this mostly by the questions they raise.
Key driver: Always adopt the problem-solving approach. Show how your clients solved problem A or challenge B.
7. In-person appointments
Not all sales can happen online – you often need physical meetings. For instance, a real-estate agent will find that taking prospects on a tour to the property and showing them around the neighborhood is almost always imperative before the buy signs on the dotted line.
Sometimes in-person appointments are an indication of the prospect’s willingness to finalize the deal and lead to sales closure. In other cases, such events may be one more step in the sales funnel and there may be extra steps involved before the purchase really happens.
How to make it work: In-person appointments are an invaluable opportunity so be sure not to take it lightly.
Firstly, double-check the time and venue and be on time. Next, make sure you’re carrying all the documents and presentation assets you think you’ll need.
Whether you should negotiate the price there and then is a tricky situation, so go with a clear idea about how much you will be able to let go and where you will need to draw the line or ask for confirmation from your seniors.
Key driver: Be prepared with answers to as many questions as you can think of. Be clear how you’ll be handling objections, because you likely won’t get a second chance.