The Magic Touch: Mastering the Art of Closing Deals with Precision

One often overlooked aspect of selling is the number of “touches” it takes to convert a lead into a closed deal. In this blog post, we will delve into this essential aspect of the sales process, exploring the significance of multiple touches and providing insights for service contractors. I hope this blog can help you to get ready to optimize your approach and enhance your deal-closing capabilities.  

Defining the Right Way to "Soft Touch" 

Before diving into the numbers, it's essential to define what constitutes a "soft touch."  I would have a short meeting with your teammates and white board a list of soft touches.  You should include any interaction with a potential client, such as emails, calls, meetings, or even social media engagement. Over the years I have had many conversations with our Estimate Rocket customers that the simple step of taking Before and After pictures then placing them on social media is a powerful touch.

The Rule of Seven

Throughout the years I only wish I could have proven this “rule” wrong but to date I have not.  Studies have shown that, on average, it takes approximately seven touches to turn a prospect into a customer. This "Rule of Seven" highlights the importance of consistent engagement throughout the sales process. Many of these online tasks can be set up for you by a part time team member.  Look for a smart high school student who knows all the latest tricks and tips.  These soft touches help to nurture the leads that you have in your database.  It’s like watering your lawn.

A few examples of “soft touches”

• CRM Campaigns - At Estimate Rocket we load pre-written campaigns for you that have been proven to succeed. We also have an AI assist feature as a writing tool for you.
• Calling with a cheerful and soft touch - Hello, we care about you…
• Google/Captarra Reviews - You can ask your own customers to rate their experience which will help other prospects decide to choose you!
• Daily Social Media Posts
  • All projects before and after pictures
  • Smiling faces of happy customers
  • You and your team at in-person trade shows (this shows your customers you are keeping up to date with all the latest trends in the industry)
• Monthly Blogs - Tips and Tricks
  • You can hire someone to write blogs for your website. A quick read where they can learn something. Even new products that have come onto the market. What are the new colors for the year? A blog only needs to be 1 to 2 pages. You have so much information in your brain, never discount your ability to teach others and become an industry expert.

Building Trust Through Multiple Touchpoints

Each touchpoint is an opportunity to build trust and credibility with potential clients. Service contractors should focus on delivering value in every interaction, showcasing expertise, and addressing client concerns. So let’s white board a few examples of those concerns because we know them. Figure out the concerns and customize your soft touches to address these concerns during the process.

• Will this company price the project out fairly?
• Will they stay on schedule, getting in and out of my home in a reasonable time frame?
• Who will be knocking on my door - Estimate Rocket allows you to text a picture of the team leader who will be at your door step asking to come into your home.
• Does your team wear a company logo on their shirt?  
• Will they take off their shoes or wear booties?  Photo the team on a job site and Social Media that as well.  Answer the question before they have to ask.
• Once I give them a down payment will they communicate clearly and kindly on a continual basis?  Or will they ghost me?
• Will this company do a good job or will I be very disappointed?
• Can I go to their website to see customer testimonials to validate that this company is solid?

These are the types of questions you should think about before you are writing or talking with a prospect. Having well thought out answers that address the typical questions you get, fears and concerns of your potential customer will allow you to speak to them with confidence and allow you to demonstrate how well you know your craft and how well trained your team is. At the end of the day, it’s all about the experience, not just the work you do, but how you do it and how the customer feels when you are finished. 

Mastering the art of converting leads will always be an on-going process.  Converting leads into closed deals requires a thoughtful and strategic approach to continual soft touches. By understanding the significant power of multiple interactions, you can easily optimize the sales process and increase your chances of successfully closing deals. The weather is about to get nice, prepare yourself now and polish up your communications skills so you can crush this season!!