Touch Points
In the world of sales, organizational leaders often assume that success stems solely from pitching, emails, polishing presentations, hosting formal meetings, and checking tasks off a to-do list…. on repeat. While these activities are undeniably important, the full truth is that real connections—and by extension, sales—are often built through the small, meaningful touch points that happen in between.
Sales Is About More Than Selling
The key to successful sales is not just selling but knowing when—and how—to reach out. Sometimes, the best move might even be not reaching out. Sounds crazy, right? But consider this: if you’re in your prospect’s shoes, would you want to receive an email, call, or text right now? Respect for your clients is paramount. They have families, priorities, vacations, and the need for downtime, just like you.
A cold call at 9 a.m.? Not ideal. Sending a presentation the Monday after your prospect returns from their summer vacation? Probably not your best move either. Poorly timed communication can sacrifice hard-won progress and erode trust. Instead, aim for thoughtful touch points—like a friendly Tuesday mid-morning email—that align with your client’s focus and respects their time.
The Content of Your Touch Point Matters
Equally important as timing is the subject matter of your communication. If your last three interactions with a prospect have been product pitches, it’s time to switch gears. Repeatedly pushing your offerings risks your prospect tuning you out entirely. Find ways to connect that don’t revolve around your product:
Share an article or industry insight that’s relevant to their business.
Congratulate them on a recent company achievement.
Follow up on a personal detail they’ve shared, like asking how their child’s soccer tournament went.
You can’t afford to come off as “always in sales mode.” For more on this, check out my post: How Not to Come Off Salesy.
Empathy, Timing, and Consistency
Sales isn’t just about the pitch; it’s about empathy, timing, and understanding that every interaction contributes to the relationship. Yes, every interaction—even something as simple as liking a text or choosing the right time to send a message.
Here’s what to keep in mind for successful touch points:
Be Thoughtful: Respect your client’s time and priorities. Reach out when it makes sense for them.
Be Relevant: Tailor your communication to their needs and interests—not just your sales agenda.
Be Consistent: Build trust through regular, meaningful interactions that strengthen the relationship over time.
Sales Is Its Own Path
Remember, you are in sales, not operations. Your path to success isn’t a straight line of pitches and meetings. It’s a nuanced journey that requires creativity, intuition, and a deep understanding of human connection.
If this feels like a lot to manage, you don’t have to do it alone. Elevate is here to help you navigate the nuances of revenue generation, from creating thoughtful touch points to building lasting client relationships. Sales success is in the details, and we’re here to make sure you don’t miss a single one.