Touch Points: Why regular contact doesn’t just maintain relationships: it accelerates decisions
Every buying decision has a timeline. The trouble is, you rarely know where your prospect is on theirs.
They might be six months away from reviewing their current arrangements, or maybe, six weeks away, or perhaps they might be having the internal conversation right now, this week, today and if your name isn’t present in their mind at that moment, someone else’s will be.
Touchpoints matter #
This is why touchpoints matter so much more than most reluctant marketers realise.
A touchpoint isn’t a sales pitch. It doesn’t need to be elaborate, polished, or perfectly timed. It’s simply a moment of contact, a LinkedIn post that catches someone’s eye, an email that arrives on a useful day, a check-in call that reminds a warm prospect you’re still there and still interested. Each one quietly deposits something into the relationship account.
And those deposits compound.
Shortening the buying cycle #
Research consistently shows that regular, helpful contact shortens buying cycles. Not because it pressures prospects into decisions they weren’t ready for, but because it keeps you present and credible at the precise moment readiness arrives. You’re not pushing — you’re being there.
The story your brand tells isn’t told in one conversation or one campaign. It unfolds across every point of contact your prospect has with you — your posts, your emails, your calls, your proposals, your invoices, even your email signature. Each touchpoint is a sentence in that story. Individually they’re small. Cumulatively they’re compelling.
Say something valuable #
Say something valuable at every opportunity. Show up consistently. Make it easy for the right people to choose you when the moment comes.
Regular contact doesn’t just maintain relationships. It brings forward the decisions that matter.
“Your brand is a story unfolding across all customer touchpoints.” — Jonah Sachs
Thank you for reading.
PS: I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
Please see the links below:
Gumroad: https://richardbulldomican.gumroad.com/
Medium: https://medium.com/@richard-bulldomican
LinkedIn: https://www.linkedin.com/in/richardbulldomican/
