Touchpoints, Conversion Funnels and the Complex Sale

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    Any good salesperson understands there's a fine line between building awareness and becoming an annoyance. And every prospect will vary in how quickly they become annoyed. Once that happens, your chances of making a sale virtually die. But in the complex sale you have to tread lightly, yet be ever present. You have to be top of mind when a prospect is ready to make a decision. So, how can you avoid becoming the annoyoing woodpecker yet be the trusted advisor? You can accomplish this by varying your touchpoints and moving your prospects through the conversion funnel at a pace that works for them.


    A touchpoint is somewhat self explanatory - a point in time when you somehow touch a prospect. It's a call out of "Hey, I'm still here and I can help." It's a subtle reminder that when the prospect is ready and needs what you have to offer you're ready for action. It's a phone call, a face-to-face meeting, an email, a tweet, a hand written note, a direct mail piece. It's a simple call-to-action that the prospect pays attention for just a few seconds and logs one more interaction with you in their collective memory.

    You should already have some system of touchpoints in place and if you don't, you're reading the wrong post. Start here and then come back. If you do, good for you. Let's talk about integrating touchpoints into the conversion funnel.

    The Conversion Funnel

    There are many types of conversions - downloading a whitepaper, signing up for a newsletter, filling out a survey, or buying a product. These are types of conversions that push the prospect closer to becoming a paying customer. Each conversion is the culmination and result of all prior touchpoints. 

    When devising your touchpoint strategy, keep in mind that each phase should be easily achieved. If the prospect has to work too hard they'll abandon the effort and potentially brand you as an annoying woodpecker. Instead, make each step a piece of cake requiring little effort.

    Your touchpoint strategy should include multiple communication channels: web, email, phone, direct mail. 

    The Complex Sale

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    About the Author

    Matt Zentz

    Matt Zentz launched Marketpath from a small Broad Ripple bungalow in February 2001 with a focus on custom web application development. He built the first, basic version of a hosted CMS called Webtools and shortly afterward expanded his team and created the first version of Marketpath CMS.

    Matt has worked for a national consulting firm, taught computer programming to high school juniors and seniors , and led the information technology arm of the auxiliary business units at Indiana University.

    Matt graduated from Indiana University in 1999 with a B.S. in Computer Science and has built custom web applications since 1995. Matt is husband to an amazing & supportive wife, has three beautiful children, supreme master to Archimedes (Archie) the dog, and mostly tolerant victim of 2 flying rats (cockateils).

    He coaches various kid sports, enjoys furniture and home renovation projects, and plays guitar and piano. Matt is also active with his church as a parishioner, technical advisor and board member on the festival committee.

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