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In an ideal world, a <\/span>sales rep<\/span> from your company would call a prospect, delight them with a pitch, and close a sale. Better yet, a buyer would come across your product on Instagram, visit your website, and make an online purchase.<\/span><\/p>\n But if you\u2019re running a company, you already know that <\/span>sales processes<\/span><\/a> don\u2019t work that way. It takes coordinated <\/span>outreach<\/span> and multiple <\/span>follow-ups<\/span> before a prospect is ready to purchase from you, and it\u2019s up to you to empower them with the right information and resources to accelerate their decision-making.<\/span><\/p>\n And that\u2019s where <\/span>sales touchpoints<\/span> step into the picture. They represent various interactions a prospect has with your business before making a purchase. In other words, they\u2019re the contact points that you use to <\/span>follow up<\/span> with prospects and nudge them forward in the <\/span>sales funnel<\/span><\/a>.<\/span><\/p>\n In this blog, we\u2019ll take a closer look at different <\/span>touchpoints<\/span> and discuss useful tips for closing a sale.<\/span><\/p>\n Running a business in the 21st century means you have access to a wide array of <\/span>touchpoints<\/span>. While most companies usually use six to eight <\/span>touchpoints<\/span> in their <\/span>sales processes<\/span>, the exact number depends on various factors. These include your <\/span>target audience<\/span> and the segment in which you operate.<\/span><\/p>\n For instance, a <\/span>B2B sales process<\/span> needs more <\/span>touchpoints<\/span> because it involves multiple decision-makers and a complex <\/span>buyer\u2019s journey<\/span>. You\u2019ll have to <\/span>follow up<\/span> with a prospective buyer multiple times and handhold them through their journey.\u00a0<\/span><\/p>\n Similarly, selling expensive products, such as jewelry or furniture, requires more <\/span>touchpoints<\/span> than affordable products, like clothing or footwear. This is true even if you\u2019re directly selling to consumers.<\/span><\/p>\n Therefore, determining the number of <\/span>sales touchpoints<\/span> you need requires a deep understanding of your <\/span>potential customers<\/span>. Start by identifying key challenges your prospects can face at different stages of the <\/span>customer journey<\/span>. Next, choose the best channels to connect with them and resolve each challenge.<\/span><\/p>\n A platform like <\/span>Act!<\/span><\/a> can come in handy here. With Act!, you\u2019ll get a detailed glimpse of the stages that a prospect goes through before you close a sale. That, in turn, will give you a clear idea of their interactions with your brand throughout the <\/span>sales funnel<\/span>.\u00a0<\/span><\/p>\n From this, you can identify interactions that cause prospects to churn or become inactive. Eliminating or modifying those <\/span>touchpoints<\/span> will help <\/span>optimise<\/span> your <\/span>sales process<\/span><\/a> and improve conversion rates.<\/span><\/p>\n Choosing the right number or type of <\/span>sales<\/span><\/a> touchpoints<\/span> isn\u2019t enough. You also have to understand when to use each <\/span>touchpoint<\/span>. Plus, you need a clear idea of how often you should interact with prospects before closing a sale.<\/span><\/p>\n There isn\u2019t a one-size-fits-all formula to determine the precise timing of each <\/span>touchpoint<\/span>. Instead, you must assess your sales pipeline. Identify the <\/span>pain points<\/span> prospects face at each stage and determine when they\u2019re likely to emerge.<\/span><\/p>\n It\u2019s also crucial to test the frequency of different <\/span>touchpoints<\/span>. For instance, track the open rates of two consecutive <\/span>follow-up<\/span> emails to determine whether they result in positive responses. If that isn\u2019t the case, try sending a single <\/span>follow-up<\/span> email and see if the responses improve.\u00a0<\/span><\/p>\n By analysing the outcomes, you can figure out how many times you might have to <\/span>follow up<\/span>.<\/span><\/p>\n With so many <\/span>touchpoint<\/span> options out there, it can be difficult to choose the right ones. Here are a few <\/span>touchpoints<\/span> that most businesses use to drive sales.<\/span><\/p>\n Phone calls<\/span> are one of the most popular <\/span>touchpoints<\/span> for closing sales. They allow you to talk directly to prospects and convince them to purchase from you. It\u2019s worth noting, however, that buyers are growing <\/span>increasingly wary<\/span><\/a> of <\/span>cold calls<\/span>. They won\u2019t engage in a conversation with your <\/span>sales reps<\/span> if they don\u2019t have prior information about your product and brand.<\/span><\/p>\n It\u2019s wiser to avoid <\/span>phone calls<\/span> as the first <\/span>touchpoint<\/span> in your <\/span>sales funnel<\/span>. Instead, you can use them in advanced stages where the prospect is on the verge of purchasing but needs one final push.<\/span><\/p>\n Emails are one of the most powerful <\/span>sales touchpoints<\/span>. When used properly, they come in handy at every stage of the <\/span>sales funnel<\/span>. For instance, you can use emails as part of your <\/span>email marketing<\/span> strategy to send <\/span>relevant content<\/span>, including product comparison guides and industry reports to prospects and <\/span>qualified leads<\/span> in the consideration stage.<\/span><\/p>\n When they move to the decision stage, you can send an email with a <\/span>case study<\/span>, <\/span>testimonial<\/span>, or coupon for a free trial of your product. Or you can ask them to schedule a free demo. The key is to include compelling calls to action (CTAs) in your emails according to the stage of the <\/span>sales funnel<\/span> to move the prospect further toward conversion.<\/span><\/p>\n Social media<\/span> is an excellent tool for brand building and customer acquisition. But it can be just as useful as a <\/span>sales touchpoint<\/span>.<\/span><\/p>\n Not everyone who visits your website or reaches out to your <\/span>sales team<\/span> will buy from you right away. Instead, they\u2019ll take time to learn more about your brand, including its ethics, values, and vision.<\/span><\/p>\n That\u2019s where <\/span>social media<\/span> platforms come into the picture. Use Facebook, Instagram, Twitter, and more to share valuable content showcasing your products and brand. Share <\/span>feedback surveys<\/span>, or host live sessions and AMAs (ask-me-anything) to interact with prospects and address their queries.\u00a0<\/span><\/p>\n You can even connect with leads and <\/span>points of contact<\/span> via InMail messages on <\/span>LinkedIn<\/span>, especially if you\u2019re dealing with businesses. It\u2019s a clever <\/span>follow-up<\/span> tactic that doesn’t involve bombarding them with too many emails and <\/span>phone calls<\/span>.<\/span><\/p>\n Banner ads on different websites can be an effective <\/span>touchpoint<\/span>. Let\u2019s say a buyer browses a product page on your website but doesn\u2019t purchase it. You can use retargeting ads from Google Ads to display banner ads for the product whenever the buyer visits other websites.<\/span><\/p>\n Whether buying a sales <\/span>automation<\/span> tool or an engagement ring, the modern-day buyer goes through product reviews before finalizing a purchase. In fact, <\/span>77 percent of buyers<\/span><\/a> regularly or always see reviews for local businesses before buying from them. That makes them a crucial <\/span>touchpoint<\/span> for closing sales.<\/span><\/p>\n Product reviews are usually available on various platforms, from your company website and <\/span>social media<\/span> platforms to third-party sites. Encourage <\/span>existing customers<\/span> to review your products on all these platforms. Also, be sure to respond to negative reviews and rectify the issues to show that you value your <\/span>current customers<\/span>\u2019 feedback.<\/span><\/p>\n Even in the post-pandemic world, face-to-face interactions can be instrumental in helping you gain a prospect\u2019s trust and address their queries. That, in turn, will drive conversions faster. Such meetings are particularly helpful for <\/span>B2B sales<\/span> involving high-value transactions. If you can\u2019t do an offline, <\/span>in-person<\/span> meeting, you could still do it online (via video conferencing).<\/span><\/p>\n Identifying the right <\/span>sales touchpoints<\/span> and mapping them to the <\/span>buyer\u2019s journey<\/span> is integral to successfully closing sales. It helps deliver a seamless <\/span>customer experience<\/span> tailored to every prospect\u2019s needs.<\/span><\/p>\n A thorough understanding of your <\/span>target audience<\/span> and <\/span>sales funnel<\/span> is necessary for choosing proper <\/span>touchpoints<\/span>. Using a platform like Act! makes this process easier. <\/span>Click here<\/span><\/a> to try it for free. No download or credit card is required.<\/span><\/p>\nHow many <\/b>touchpoints<\/b> does your sales pipeline need?<\/b><\/h2>\n
![\"77](\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/Key-Touchpoints-to-Close-a-Sale_Callout_020123.png\")
<\/p>\nTiming your <\/b>touchpoints<\/b>: A closer look<\/b><\/h2>\n
Key <\/b>sales touchpoints<\/b> for your business<\/b><\/h2>\n
![\"Define](\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/7-step-sales-process.png\")
<\/a><\/p>\nPhone calls<\/b><\/h3>\n
Emails<\/b><\/h3>\n
Social media<\/b> platforms<\/b><\/h3>\n
![\"\"](\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/Soc-icoap-02.png\")
<\/p>\nDigital ads<\/b><\/h3>\n
Product reviews<\/b><\/h3>\n
In-person<\/b> meetings<\/b><\/h3>\n
Start closing more sales<\/b><\/h2>\n
![\"Try](\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/2-1.png\")
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