Not too long ago, we published a blog about Nicky Davies and the amazing advice she delivered on DISClive Pro in February. Nicky is an expert business coach and mentor and in the following weeks we explored some of the nitty gritty of the items and one of these was the 12 touchpoints.
‘Touchpoints’ are ways to engage with your prospective clients and include any point of contact between a business and its audience of customers and potential customers. Every time your audience interacts with your brand, there’s an opportunity to strengthen your relationship. Nicky mentioned the touchpoints as being the contact points you can use to start to build a relationship and what it takes for your name to stick in a prospective client’s mind.
We felt that this was a really interesting area to discuss further and in one of our DISClive PRO sessions, Em asked our guests to think about how they, in their styles, like to receive that first contact and to share their thoughts. It was a fascinating insight!
The most effective touchpoints are those that resonate best with the client and traditionally have taken on quite a direct format; an introduction from a friend, a flyer, brochure, introductory email, or invitation to an event. Nowadays there are so many more options available to us through social media and so our touchpoints can start to get a bit more meaningful. Tagging someone in a LinkedIn discussion, relevant articles, engaging with their content, sending a private message, or even considering who in your network you can introduce them to are all great ways to connect. Other touchpoints that were discussed include video links, memes, emails, phone calls, case studies, stories, book extracts, studies, and podcasts. The more positive each touchpoint is, the better the overall customer experience, but we are all different. How do you know what one person will love and what another will ignore? DISC is your answer!
If you are wondering how to start building relationships with prospective clients this information is 24 carat gold!
If your prospect is a D style, they will be fast-paced and task-oriented. They have a strong focus on results and prefer touchpoints that are beneficial to them. These could be relevant articles, blogs, or events. Keep the contact short and sweet. For example, if you want to send a case study to a D style our D style guests suggested that you summarise the longer text with succinct and relevant key points in the opening message with a link to the case study rather than expecting them to read the entire piece. In all likelihood, they won’t read the whole thing!
I styles prefer fun. They are fast-paced, people-focused, and thrive on experiences. For I styles, you need to build a strong rapport by keeping your touchpoints light and entertaining. It’s always good to be relevant, but not necessary. Any joke, funny story, feel-good pieces, introductions to new people, invitations to exciting events will all be beneficial touchpoints for an I style.
With the steady-paced, people-focused style prospects, empathy is key. Any written content that you send needs to be beneficial to the recipient AND their teams. Personal check-ins are great, particularly phone calls to see how they are. The most important thing you can do is make it personal, and ensure your messages are direct to your prospects. If you want to introduce the S style to someone, a phone call is ideal, you can then follow up with an email.
C styles are steady-paced and task-oriented. They love the details so you should send them the complete case study. These MUST be relevant to them and their business, if it isn’t they will feel like you are wasting their time because they will read it, in full. Include facts and statistics. Any touchpoint that adds to their knowledge and is evidence-based is important to C styles. Get straight to the point and be clear about what you are asking them to do. C style hates beating around the bush!
Find out more about Nicky Davies and how she can help you by arranging a 1-hour discovery call.
Keeping things simple in a complicated world.
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