10.4 Interactions: How to Develop a Sales Touch System, Guide the Customer Conversation, and Sell with Credibility in B2B Sales
In 2011, Google published research that brought a new term – “Zero Moment of Truth” – to the world’s attention. It derived from a study that found how, on average, consumers need 10.4 interactions from various sources to develop their buying knowledge before they make a purchasing decision.
Additional research, looking at B2B sales, has found that the number of interactions – or touches between seller and buyer – needed to secure a sale is somewhere between 7 and 13. In essence, it is 10.4 interactions all over again.
Whatever the exact number required for any sale (and this will vary by customer, sector, the level of competition, and more) salespeople in a multi-touch selling environment generate sales by creating compelling and credible journeys of discovery for the decision makers in any purchasing organisation.
This book shows you exactly how to do that.