You haven't listened to this month's CD of the month with Ian Segail, I suggest you do ASAP. The topic of the conversation was how to create a multi touch point sales process. The reason that I asked Ian to share with us his knowledge of this process, is that we have been really working hard over the last year and packing the emotional direct response marketing model, or lead generation model. Generating leads is essential for every business, but we must have a process to capitalise on those generated leads in the most effective way possible. This is why we must have a sales or conversion process.

Challenge with the mindset we must overcome is our impatience and our desire to make the sale as quickly as possible with the least amount of effort. We must really wrap our brains around the secret to success with a small business is building a group of loyal members, that will stay with our business as well is bringing others to our business, instead of just trying to make sales. To do this successfully we really need to do many things in a different way to the way the majority are doing it, and perhaps the way you have been doing in the past.

The market place is changing. Your customers expectations and knowledge has changed dramatically over the last 10 years. The levels of trust in salespeople is dropping, and like it or not, your customer is paying more attention to the reviews and testimonials from other people that have used your product, that they may not even know, than they will from you or your salespeople. The bottom line here is you need to build a process that establishes trust before you ask them to buy.

Let me clarify something here, you can still make a one-off sale, by making it sexy and by making it seem as if it is great value, but remember what we are trying to do here, we are trying to build a database of loyal customers. We've got to have a long term view to business building, otherwise we will be forever trying to add new customers to our business. It will be like the hamster in the wheel, having just keep going and going. Interestingly enough, I was privy to some information in relation to the cost of getting a new customer just recently. It seems, that the cost of getting a new customer has tripled since 1992, and what's worse is that that same customer only brings half the value to your business that they used to back in 1992. So in other words you pay three times as much for half the value as what you did nearly 20 years ago. Are you starting to see why it is so important that you focus on building long term loyal members?

The all sales in still stands true "don't care how much you know, until they know how much care". To build a bunch of loyal followers in need to prove to them that you not just after their money you genuinely want to set up a long term relationship. So how do we do this? We need to start to behave in a manner that proves were in it for the long haul. You need to offer things that have a genuine value for free to get them to make contact with your business. But this is just the beginning, there needs to be many other touch points along the way before we asked them to buy. And we need make sure that the touch points don't stop after the prospect has become a customer.

So let's identify what a touch point actually is. A touch point could be an e-mail, phone call, a letter posted out, a newsletter, text, face-to-face conversation when they come into your business, shock and awe pack, or even a fax! Interestingly enough, things like a letter posted out or a fax these days actually have a point of difference. Yes they may have a small cost attached, but remember what we trying to do here, we are trying to build rapport and impress our prospect. The majority of businesses are communicating with their customers in the cheapest way possible with broadcast e-mails, and broadcast text messages and the like, so when your prospect receives a handwritten note through the post or via fax it has much more of a personal touch. Now remember just because you use a posted letter or fax this doesn't guarantee you success, what you say in your message is just as important as the media used to get the message to your prospect, it's all about the market, message, media match.

So an effective multi touch point process might look like this. Let's say you have been using a lead generation strategy which has a call to action such as a free report, this means your prospect responds to your marketing piece to access a free report that is of interest to them. The first touch point may be an e-mail or even a phone call that confirms you have received their request. The next touch point would be in receiving the free report either by e-mail or through the post. Included in that free report is an offer to try your product or service for free, which would obviously include a guarantee, testimonials and possibly even a free gift that they could keep, even if they don't go ahead. Next touch point could be a phone call to organise or schedule this free trial of your product or service. In other touch point could be a confirmation text to confirm the time and date of their free trial. The next touch point could be at the time of the free trial they are offered complimentary membership at which point you outline of their benefits. But to continue to give you examples of additional touch points but I think you get the message.

The idea of a multi-step, multi touch point process, is to build rapport with your customer before you ask them to buy, but also to be able to pull your process apart and analyse each individual part of the process and its effectiveness. This way we can identify that it had is just one part of the process is not working so well and we can improve it, instead of thinking that this whole process doesn't work and we throw the lot away.

Just as with any marketing will lead generation strategy, our multistep, multitouch conversion process needs to be subjected to the same test and measure. "If you can't measure it, you can't manage it".

Author's Bio: is designed to help the small business owner find the massive amounts of profits that are largely untapped in nearly every small business.

The company was established by Mick Hawes, Julie Cassar and has gone through a number of transformations as your (our customer) needs have changed. We began with “The Head Coach” then added “Mylyfe” which we have recently re branded as

You will benefit enormously from our two decades of experience, as we have worked with just about every type and size of business from the multi billiion dollar organisation such as American Express to the one man show and everything in between as well as working with sports stars like Samantha Stosur Australia’s No:1 female tennis player and sporting teams like the Tasmanian and Victorian state cricket teams in the area of peak performance.