One of the key elements of sales is the concept of “touchpoints.” The traditional sales funnel is based on moving potentially interested individuals to becoming actual customers. This is generally not a one-step process which is why touchpoints are important.
The first time you have contact with someone, they generally don’t become customers. And each time you meet them, you get to know more about them, and can nurture them along the way, with the goal of turning them into a client.
More recently we have used the analogy of the hourglass (kind of like two funnels put together) or the flipped funnel, as in the case of Joseph Jaffe’s wonderful book.
But take that funnel, and step on it. Run it over with a steam roller. Flatten it out.
That’s what Social Media does. Touchpoints no longer have to take place over a period of time. They may, but they might also take place across the digital spectrum all at the same time.
If you follow someone on Twitter and they follow you, that’s a touchpoint. That relationship can grow and bear fruit. But suppose at the same time you are also friends on Facebook. Touchpoint number two. And you can interact on the two platforms simultaneously. The other person has two places where they can observe your activity. Add a Facebook business page. LinkedIn. A blog. Sharing on Google Reader. Google +. Pinterest. Each of these is a touchpoint, and the more touchpoints you have, the more chance you have of building a deeper relationship with that individual.
The funnel represents a relationship over time. But flatten the funnel and you collapse time. Sure, time is still a very important element in the sales cycle, but it can often be shortened by virtue of multiple touchpoints existing in the same moment.
We are connected to more people in more places, all at the same time. Take advantage of those multiple connections and the touchpoints they represent.
How are you taking advantage of how well you are connected with others on multiple platforms?
Great post. One comment – Joseph Jaffe’s highly derivative book is very far from wonderful, and cribbed from Seth Godin’s earlier effort! At least give Seth some props, please!