New Acceptance at 7th Time of Asking

I got reminded of latch-lifters as a concept. I blogged way back in 2007 on one particular top tech seller angle on this.

Although that latter slant was about having ready-prepared fresh topics on which to talk, the shared point, is that you're not weakly regurgitating the same point each time your regular call-back comes round again.

Since then, I recall findings presented in a Kiwi-led salesroom that to get someone to engage in your 'new', it takes seven conversations.

Naturally, if they're that precious blend of innovative early adopter with an immediate pressing need, then one call can spark the magic.

Yet for hopper-filling operations where you need to cultivate tomorrow's leads today, I have seen mapping out such seven-stage pre-discussion bring results.

If '7' is indeed the magic number, it is likely through a combination of persistence, not becoming a 'spammer', and ensuring the message is at the very least slightly different each time.

This is in contrast to the typically accepted wisdom of 'three strikes and out'. Where if a prospect has not responded by then, there's no point in a fourth contact.

Which is a stance I am receptive to ... in theory.

The context of this cited experience is both hunting and farming. Although more from an account management tech environment. The prospect already a client. You're dropping hints at further supply. Sowing seeds for other issues you can resolve or plans you can expedite with a modicum of ease.

As an exercise, you can try come up with seven different ways of broaching the subject on which you pitch around.

That's tough.

Made a tad smoother when events allow for a 'hot take' style newsjack trend-piggybacking.

With an existing customer, you should have leeway to talk over their challenges, note priorities and where future plans may lay.

All making targeted pitch timing a safer bet.

As with a brand new approach, knowing the precise problem you fix is vital.

Someone, somewhere, surely pulls their hair out over it.

Getting to that person remains as paramount as ever.

Having a warm approach set-up by your main contact might still take seven goes.

Are you ready for such long haul?