A touchpoint is any time a potential customer or customer comes in contact with your brand–before, during, or after they purchase something from you.
The more touchpoints you have with your prospects and customers, the more inclined they buying your products or services.
Test 1
You are having some friends over for a BBQ party. Which brand of ketchup will you pick so that your burger tastes better?
While all ketchup is made up by the same ingredients and taste the same, Heinz has been investing in many touchpoints to make you think their ketchup tastes better so now you also think their ketchup is better instinctively.
Test 2
You’ve made a new friend. The new friend invited you to his place. You don’t want to be empty handed and you know he likes chocolate. Which one would you buy to gift him?
While the chocolate on the right is cheaper and is made up by the exact same ingredient as the one on the left, you are still going to buy the one on the left because it helps you to convey a feeling to your new friend that you appreciate his friendship. Why would you think that? Because like Heinz, Ferrero Rocher has also invested in many touchpoints to make you think their chocolate is the best so it’s a good gift for friends.
Conclusion
In both tests, price doesn’t matter. As long as someone wants your products or services, they don’t care about price. If they care about price, then they just don’t want you enough, and it’s your fault because you didn’t invest enough to change their minds.
According to Jeb Blount’s research (page 81, Fanatical Prospecting), here are the number of touches needed for prospects or customers in different stage:
1-3 touches to reengage an inactive customer
1-5 touches to engage a prospect who is familiar with your brand & is in a buying window
3-10 touches to engage a prospect who is familiar with your brand & is NOT in a buying window
5-20 touches to engage a prospect who has some familiarity with your or your brand
20-50 touches to engage a cold prospect who does not know you or your brand
Touchpoint
A touchpoint is any time a potential customer or customer comes in contact with your brand–before, during, or after they purchase something from you.
The more touchpoints you have with your prospects and customers, the more inclined they buying your products or services.
Test 1
You are having some friends over for a BBQ party. Which brand of ketchup will you pick so that your burger tastes better?
While all ketchup is made up by the same ingredients and taste the same, Heinz has been investing in many touchpoints to make you think their ketchup tastes better so now you also think their ketchup is better instinctively.
Test 2
You’ve made a new friend. The new friend invited you to his place. You don’t want to be empty handed and you know he likes chocolate. Which one would you buy to gift him?
While the chocolate on the right is cheaper and is made up by the exact same ingredient as the one on the left, you are still going to buy the one on the left because it helps you to convey a feeling to your new friend that you appreciate his friendship. Why would you think that? Because like Heinz, Ferrero Rocher has also invested in many touchpoints to make you think their chocolate is the best so it’s a good gift for friends.
Conclusion
In both tests, price doesn’t matter. As long as someone wants your products or services, they don’t care about price. If they care about price, then they just don’t want you enough, and it’s your fault because you didn’t invest enough to change their minds.
According to Jeb Blount’s research (page 81, Fanatical Prospecting), here are the number of touches needed for prospects or customers in different stage: