When we are working with the sales team of park view, we know that we have many contact attempts (touchpoints) to run in our daily lives.
There are countless types: calls, emails, contacts via social media, and WhatsApp. In addition to all the meetings that are on our agenda.
It is a very big challenge to stay organized because for each task, we need to register that we have done a certain action.
Thinking that a salesperson or SDR averages 60 to 80 touchpoints a day, he’s expected to spend at least a fifth of his time just recording these tasks.
According to a survey by the Miller Heimann Group, this time to complete the task is, on average, 18% of your day.
That is, every four working days, one day should be used for the salesperson to self-organize their touchpoints.
Of course, that 20% is used over the course of every day.
But I believe this is not the only pain.
The fact that the professional’s execution speed still has to be reduced due to this filling is a great demotivator in the professional’s daily routine.
After all, he needs to complete these tasks. But the question remains, is it really necessary?
I will answer this question throughout the content, but before.
Let’s talk about Touchpoints.
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Yes, we’ve analyzed over 10 million contact attempts to arrive at best practices.
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- What is Touchpoint (and Why is it Important?)
- How to Create Impactful Touchpoints
- How to evaluate touchpoints?
- How to execute Touchpoints with maximum agility?
What is Touchpoint (and Why is it Important?)
Touchpoints, or touchpoints, are all tasks and interactions that can be done within a process to enter or maintain contact with a potential buyer. Touchpoints can be emails, phone calls, face-to-face or remote meetings and social media interactions.
Touchpoint’s goal is to get a response from the buyer and make the conversation evolve.
A cadence flow, on the other hand, is composed of a series of touchpoints, the first being obviously known as first contact and the following ones as follow-ups.
Touchpoints are important as without them no sales can happen.
After all, a prospecting or sale will never happen if you don’t try to get in touch with someone else.
Also, the quality of touchpoints is very important as it is useless to make a bad contact attempt as it will not work.
Want a classic example of touchpoints that don’t work most of the time?
Are telemarketing calls, tell me who likes to receive one? Maybe even one who sells telephony likes it, right?
And that’s true for almost all types of purely automated touchpoints in most markets.
Whether scripted call touchpoints or automated emails by prospecting and sales teams.
The truth is, automating emailing looks good until you realize how many potential buyers you’re wasting and how much it’s negatively impacting your company’s brand.
So the question remains, how do you create and run the best Touchpoints?
How to Create Impactful Touchpoints
As a general rule of thumb, there are a few points you have to understand when creating your touchpoints.
Now we are going to talk about them.
Who is your audience?
If you are in B2B and your answer comes in the form of:
- My potential buyer is [specific position].
I can safely say that your understanding of the target audience lacks depth.
There are a number of elements we need to understand to be sure who exactly our audience is. Some examples are:
- Is there a specific market that your audience is inserted in?
- Is there an ideal company size for purchasing your solution?
- What are the reference companies within this market?
- What are the hottest topics and trends within this market?
- What is the most and least latent pain that this audience has?
- Which word invokes the strongest emotional reactions in this buyer?
The deeper your answer to each of these questions, the more depth that will make you assertive in defining the next step.
Having an ICP and a well-established persona is important as long as you have a deep understanding of that audience.
By understanding the audience, you will be able to customize your message to have a greater connection and impact on the potential buyer.
The construction of the message must be guided by the target audience and it must follow good writing practices.
Furthermore, the use of writing practices such as storytelling, copywriting are essential to generate value in short messages such as emails or cold calls.
Knowing how to choose the right words and being clear in communication is something that can be learned and that makes the touchpoints message more impactful.
The tip is, after writing a text, reread it as if you were the recipient of the message.
- Do I understand what that message means?
- Does that connect with the buyer?
- When reading the message, does the buyer know what to do?
- Is the communication attractive, does it make logical and emotional sense?
- Does communication have mental triggers?
Understanding the quality of this communication we need to know the right time to communicate some information.
That’s where the Buying Journey comes in.
Shopping Journey (Message Contextualization)
This is the point where I see people make the most mistakes when building their touchpoints.
The contextualization of messages is important not to run a touchpoint that doesn’t make sense for the buyer’s moment.
It’s like that, you’re talking to the right person, your message makes sense but it doesn’t make sense to say that at that moment.
The example of the most common mistake is when a product communication is offered when it should be talking about the benefit or the problem that the solution tends to solve.
The shopping journey exists precisely for that, to ensure that communication is directed to the buyer’s context.
It has 4 steps:
- Problem Recognition;
- Solution Consideration;
And in each of these steps, there is a specific communication that you must follow.
I’ll leave some content here on the topic if you want to know more.
Omnichannel Cadence Flow
The next step is to build cadence streams.
Cadence flow is the organization of touchpoints in order to maximize the possibility of connecting with a potential buyer.
Through the cadence flow, we manage to have a series of different touchpoints that will offer us a greater probability of achieving this connection.
As the effectiveness of contact channels varies from market to market, it is ideal to vary touchpoint types whenever possible.
It’s called the omnichannel effect.
General practice is whenever possible never to make more than 2 consecutive contacts of the same type. That is, 3 emails in a row or 3 calls.
But of course, this will always vary from one market to another or general context.
For example, with social isolation many cadence flows have been directed towards a single type or two types of contacts making it easier to repeat two or three types of contacts.
As a reference for this type of decision, we have content that is perfect.
We have a report with over 10.5 Million iterations (touchpoints) that explain what needs to be done to build the best possible cadence flow.
This material is a must.
Now that you know the most common touchpoint elements, we need to ensure constant optimization.
And only quantitative data can bring transparency to the analysis.
Let’s know what are the most common Touchpoint indicators?
How to evaluate touchpoints?
This is not only an important question but also a point that is overlooked.
Touchpoint measurement is the last step to quantitatively visualize whether the communication is being effective or not.
It is important to measure elements such as:
- Opening Fee;
- Answer rate;
- Connection Fee;
- Flow Conversion Rate;
These are the most common measurement points for each touchpoint type and cadence flow.
When viewing them, you will be able to direct actions to be more and more impactful.
How to execute Touchpoints with maximum agility?
As I mentioned above, once you’ve created your touchpoints, you’ll see the challenge of keeping them in order by running as much volume as possible.
It is to ensure that every day, all your tasks were done with an excellent level of quality.
In this context, it’s easy to think about automating the sending of all your emails.
But that’s a big mistake, don’t make it. Automating message sending will not make your process more effective.
After all, automated messages generate little value as well as robotic and scripted calls.
Instead, seek to simplify the self-organization process.
This will make your execution speed increase while you maintain the quality of your work.
And that’s what Sales Engagement is all about.
Do better with a good volume of tasks.
In the long run this is much more important as your buyer will see you as someone who provides constant value and will become more likely to engage with you at all times.
Considering touchpoints as something to be constantly improved is important to ensure that the shopping experience is improving over time.
Want to know more about Touchpoints and how to structure them, check out our report with over 10.5 million interactions.
It will be important to ensure you build the best possible flow.