Cultivating multiple touch points and exposures to drive sales
“The Rule of 7” is one of the oldest concepts in Marketing. It says that it takes seven exposures on average for a message to reach a target and for the target to make a purchase.
This concept also applies to Sales and in management in general; leadership experts advise us to repeat a concept to our customers or our teams seven times if we want them to internalize it. Those who work in sales will attest to the fact that it often takes more than seven touch points!
In public speaking the Rule of 7 is just as useful. Speakers are coached to “Tell them what you’re going to tell them. Tell them. Then tell them what you told them.”
The key concept here is: If you have something important to say, saying it once won’t cut it. And if you quit too early, you likely won’t get the desired result. The below “Sales Statistics” graph provides a clear visual breakdown of the funnel to sales leads, and is a visual reminder of how those of us in Sales roles should be applying the Rule of 7.
Always take the time to learn about the problems your client is facing, to best determine how you can help address their challenges. If you’re not helping them solve a problem, then it doesn’t matter how many times you reach out – it may not resonate.
Successfully applying the Rule of 7 requires the persistence and discipline not to give up on a target, to follow up consistently with them and to repeat the sales messages. This is because the odds are that they did not register the first time, or even the second or third, statistically speaking.
Beyond this, the Rule requires the necessary content and strategy that will allow a sales professional to cultivate those multiple touch points. This arms sales with the tools needed to build the brand and the product story in the target’s eye with each interaction, and to do so in a timely manner so your product intersects with the target at the right time during their buyer’s journey.
As is the case in so many examples, there is a clear need for lock-step collaboration between Sales and Marketing. Without Sales, Marketing has no revenue, but without Marketing, Sales will struggle to generate the multiple touch points needed to lead a target to a purchasing decision.