Customer Touches Required to Close a Deal?

May 19th, 2010 by

By Pat Hinds,

I have established a partnership with a company called SalesFusion:

– they are a marketing automation company that focuses on eMarketing to accelerate revenue. The reason I have partnered with SalesFusion is based on the theory that you need to touch a customer a minimum of 7 times in order to get to the point the customer will place an order. Listed below is a link to the article “Using Marketing Touches Could Increase Sales” that provides a brief overview of the concept. SalesFusion also put together a webinar with the Aberdeen Group called, “Mastering the B2B Lead Life cycle A recipe for optimizing lead-to-close rates” that builds a good business case for marketing automation/eMarketing (see link below).

I am currently using two features of the SalesFusion application: web analytics and eMarketing. I incorporated these features with a sales 2.0 proof of concept project that I am doing with a customer that included 40 hours of telesales. We used the POIMmarket model to build a list of companies that we wanted to target, then we loaded the target list into and used sales2.0 tools like Jigsaw, Linkedin and Netprospect to identify the target contacts. I made the call to the prospect and 90% of the time I would go to voice mail.

As part of the marketing automation I wanted to send emails with links to my customers’ site and to all the prospects that I had left voicemail. I wanted the email to be personalized with content that reflected the segment, prospect name and profile information. I wanted to create a template that would allow me to send out 10-20 of the emails a day over a period of 20 days and a report that would tell me if the email had been opened, the link had been clicked and if the email had been sent to any other prospects. I also needed to know if the email recipient had clicked on a link to view the web content, what web pages they viewed on the website and how long they stayed on the site.

I was able to implement all of these features in a timely and cost effective manner with the SalesFusion product. To my surprise every prospect that agreed to a demo and purchased my customers product showed up on the report as having opened the email and visiting the website. The value I was able extract from the report was what prospects did I need to follow-up with, and just as important, what clients did I not have to follow-up with.

Telesales is very time consuming and if you doing a high volume of calls follow-up calls this can have a negative impact on productivity of new calls. The principle behind sales 2.0 is using information to insert the sales person back into the customer buying process. If the buying process is made up of plan, recognize, search, evaluate and select, the purpose of a cold call is to identify accounts that are at a minimum in the search phase. If you call a contact, send a couple of emails and you have had no response, it is an indicator they are not in a buying process. If they are not in a buying process then parking lot the prospect for a later date and focus on finding a customer who is in a buying process.

Tracking your customer touches and using this as an indicator of what stage of the buying cycle they are at can help you close more deals and help with your time management.

Topics: CRM