Touchpoint Tracking: How Many Emails & Calls To Close A Deal

A job of a salesman is pretty tough. Convincing prospects can be a demanding task, something that many people don’t admit. It is considered very lucky for a salesperson if his first client outreach results in a close deal. But let’s be honest here, it is rarely the case with most prospects. A question that has often been asked is can touchpoint tracking shows how many outreaches are needed for a close deal. 

Touchpoint tracking should be an integral part of any brand’s sales funnel. Touchpoint tracking drives selling strategies. It also helps you not look desperate in front of a prospect. In this article, we will answer this question and will also discuss the factors that you need to take into account when you are attempting touchpoint. 

What Is Touchpoint Tracking? 

Before we discuss the nuances of touchpoint tracking, let’s first define a touchpoint. To put it briefly, a touchpoint is any type of encounter where your sales rep engages in a conversation regarding your brand’s products and services with a prospective buyer. A touchpoint is a point of contact, and each interaction can be referred to as a touchpoint. 

The exact medium doesn’t matter. The interaction can occur through texts, emails, voice mails, voice calls, or a live meeting. As apparent from the title of this article, we are going to focus on interactions via emails and calls. Now let’s discuss how many emails and calls you need to make before you land a deal. 

How Many Email and Call Touchpoints Before You Close A Deal? 

Evidence suggests that there is a correlation between the response rates of your prospect and the number of touchpoints you employ. On average, it takes five to seven touchpoints to close a deal. Although the exact number may vary depending on the individual prospect and your selling skills. You can take your client outreach attempts via emails up to 8 as well. 

Response rates may very well go up with each attempt. If your sales rep has provided all the relevant information in the email or call, then it’s likely that the prospect will be interested in your brand. However, when you try to go beyond the 8th attempt, the response rate tends to diminish as you come off as desperate to the prospect. 

Trial and error are one of the most important aspects of touchpoint tracking. Every prospect and buyer behaves differently depending on the industry. Therefore, what may work in one instance might very well not work for another prospect. A simple way to determine the number of emails you need to send is to observe the response rates you get from each prospect. 

Once you start receiving better response rates, you can categorize prospects based on industry and pick a number for each prospect. Make sure that each time you send an email or engage in a call with the prospect, you provide value in a different way to the prospect. This prevents repetition and helps the prospect know more about your brand. 

Important Factors for Touchpoint Tracking 

Your touchpoints may be affected by the following factors: 

Trust 

Building trust with the prospect goes a long way. It may take a while for you to earn the trust of the prospect that you fully understand his problems and that your brand has optimal solutions for his problems. If the prospect has never heard of your brand, it can take a lot of time before you earn their trust. 

Prospect’s Budget

It’s common knowledge that prospects are reluctant to do business with brands with whom they can’t afford to have a long-term deal. That’s why you need to make sure that the client’s budget fits your brand’s pricing. Develop a robust qualification process for the leads you generate and select them based on relevant points. 

Market Competition 

It’s no revelation that the market is saturated with brands that want to take your place and are in constant competition with each other. When other brands have the same goals as you, they will reach out to the same prospects. Whoever has a more reliable solution for the prospect will be successful at securing the deal with the client. 

Final Thoughts on Touchpoint Tracking: 

Touchpoint tracking is a nuanced process that requires precision, skill, and careful consideration before you employ it. Remember not to be discouraged if you encounter an unflattering response. 

Following the general guidelines and improving your sales strategy will allow you to make the most out of touchpoint tracking. 

Unsure about your next step? Let's chat!

Schedule a 30-minute call with me to discover what your next step is. Whether you are looking to start freelancing or starting a new role, I’m happy to lend an ear and help you grow your marketing technology career.