Did you know that 60% of customers say “no” at least four times before they say “yes”? Even more compelling, it takes up to 7 asks to convert over 74% of potential customers.
So, what does that mean for your sales process? It means that if you want to truly maximize your conversions, your strategy must be at least seven steps long. Anything less, and you’re leaving opportunities on the table.
Now, let’s talk about Step 1: Attracting Attention.
And no, this isn’t just about waving your hand and hoping for the best. Step 1 should be handled by your marketing program—the engine that generates leads for your business. Sales doesn’t happen in isolation. It’s part of the larger ecosystem that includes marketing, branding, and customer engagement.
But let’s be specific: it’s not just any attention you want to attract. It’s Favorable Attention. Riling people up for the wrong reasons may get them looking your way, but that’s not the kind of attention that drives sales.
Traditionally, this first step isn’t even seen as part of the sales process. But today, we recognize that marketing and sales are two sides of the same coin. You can’t have one without the other.
The key question you need to ask yourself is: Are you being thoughtful with your marketing? Are you using strategies that reach your target market where they are, when they are there, and in ways that resonate with them?
If not, it’s time to start making headway. Because without step 1, the other six steps won’t even matter.