The number of touchpoints it takes to get a client depends on how expensive your product or service is.
If you’re a plastic surgeon, getting customers can take some time:
Research shows the typical process for plastic surgeons securing a new patient can involve between 7-12 touchpoints before that patient books a consultation with you. Of course, this can vary based on the procedure they’re looking into as well as their individual circumstances.
What influences their decision?
You might get someone to purchase Filler injections in 3-5 touchpoints. However, surgeries like facelifts or breast augmentation can require 10 or more touchpoints. It’s just that people take more time to have confidence in your practice.
The touchpoints typically include:
- Before and after photos, educational posts on both your website and social media
- Visits to your website, which can happen multiple times
- Checking out your online reviews and testimonials
- The educational content of your blogs and/or videos,
- You email newsletter, assuming you get them to sign up for it
- Retargeting ads, which are the ads that follow your prospect around the web for a period of time
- Phone calls, chat conversations, or emails
- And of course, either in-person, or virtual, consultations
The most successful practices focus on providing value at each touchpoint, recognizing that building trust is essential.
If you’re a home builder:
For home builders, the process might involve 10- 50 touchpoints before you would have a client sign a contract with you. You know from experience it’s one of the longer sales cycles, and here’s how this breaks down:
Why so many touchpoints?
- Largest purchase most people ever make ($300K-$1M+)
- A 6-18 month decision timeline is common
- There are often multiple people involved in the decision.
- The purchase of a home is a highly emotional event
- It requires education your audience about options, processes, timelines
What the buying stages typically look like:
- Someone might visit your website 5 or more times, so your website is critical. Make sure your blog posts, home design galleries, community information is engaging and educational
- Social media posts is another way to build trust
- Model home visits (usually 2 or 3 times) along with Open House visits and checking out your design center
- Sales rep need to build relationships as well, which include follow-up calls, and possibly design consultations
- They’ll also be looking at other home builders for financing options, and testimonials
What might accelerates the process?
- Having a strong website with virtual tours, testimonials, and detailed information
- A responsive, knowledgeable sales team
- Inventory homes that are move-in ready does reduce the timeline
- Having clear pricing and transparency
- Community amenities and lifestyle marketing
- Financing assistance
It’s important to remember that, unlike impulse purchases, trying to rush this process usually backfires. The most successful home builders focus on staying “top of mind” throughout the long consideration period while providing genuine value at each interaction.
To see how we can help you through the process, contact us and let’s talk.