A 10-point touch system for prospecting

Don't be afraid to follow up with prospects and earn their business.

It takes seven to 15 touches to close a deal 80% of the time.

When you move people from suspects to prospects, you are declaring you want to earn their business. Remember, these people are going to do business with someone, so it might as well be you. Have the confidence in your services, and don’t be afraid to follow up and earn their business.

We live in a busy world, so staying top of mind through creative strategies is a must. The purpose of the follow-up is to move the needle and to rekindle the initial first-meeting rapport. We define every touch in our 10-point system as “a touch with value.”

Touch No. 1: Email

  • Send a meeting summary to ensure you are on the same page.
  • Express excitement following the face-to-face meeting (or phone call).
  • Highlight two to three areas (buzzwords) where you know you can help them (problems/needs/wants).
  • Be authentic in the follow-up based on the chemistry from the meeting (shared beliefs and personal connection).
  • Remind them of specific action items from the first meeting (call-to-action).

Touch No. 2: Content-specific touch

  • Send them a value-add based on content for their situational problems/needs/wants that you have helped others with.
  • Show that you are the expert and constantly studying your field.
  • Email/text/social media bump (soft touch).
  • Use personal examples: article you wrote, video you made, book you’ve read.

Touch No. 3: Phone call/text

  • Trigger event — something personal or industry-related that prompted the phone call to remind them how you can help.
  • “Have you had a chance to …” (action steps based on first conversation)
  • Set up another official meeting if still not closed.
  • Get them to recommit to shared beliefs and first meeting call-to-action (time frame).

Touch No. 4: Proof of concept

  • Before the next meeting, show proof of concept.
  • “I helped others just like you to …” (insert specific example).
  • Use a testimonial video or quote.
  • Sell to the want.
  • Look forward to the next meeting so you can show them specifically how this will help them and their exact situation.

Touch No. 5: Formal meeting

  • Formal meetings create a commitment and a vested interest.
  • Most people are busy and don’t want to meet just to meet but like outcomes.
  • Use this meeting to rekindle initial business chemistry.
  • Remind them of EOS.
  • We lose 10% of momentum every day we don’t take action (go for the close).
  • You used “soft touches” and “triggers” up until this point, but it’s time to close.

Touch No. 6: Social consensus

  • Have a top-25 client speak to them on your behalf.
  • Sometimes an outside perspective and conversation can put their mind at ease.
  • Know that this is a major ask of a top-25 client and educate them on why you are asking them, in particular, to leverage your relationship.

Touch No. 7: Challenger sale (the ask)

  • “Have you noticed how hard we’ve worked to earn your business?”
  • “Has anyone else worked this hard to earn your business?”
  • “Based on our first conversation, I know we both believe the same things that … What is really stopping us from getting started?”

Touches Nos. 8–10: Repeat top strategies (time to move on?)

  • From the list above, what touches were most positively reciprocated by the prospect?
  • Once we challenge the person, we continue to push to close the business before assessing if it’s time to cut bait and move on.
author
Bruce Lund, Ph.D., is the founder and director of 90-Day Sales Manager.
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