What is a high touch sales model? Why do companies with successful low touch models turn to high touch? Below we cover both definitions and the reason for that change.
What is a high touch sales model?
In short, high touch models involve talking to and helping customers a lot through the entire pre and post sales process.
Here are some common definitions:
"A high-touch business is one in which a customer places trust and partnership with a company, and in many cases, a specific individual or team at the company."
"High touch (plural high touches) Dealing with or interacting with a human being as opposed to transacting with computers or through high tech. Human interaction. Having a high awareness of human complexity, having empathy."
What is a low touch sales model?
This is where a customer does not require a lot of time from company staff.
Low touch is the dream of a software company where they build and market a product and have a smooth funnel where automated sign up, onboarding, payments and invoices do the work and there's minimal or no sales or support required.
Why companies start with low touch and then add high touch.
Some great companies like Zendesk used low touch sales models early on but later added sales teams for high touch.
Why? You need a high touch model for larger accounts and companies realise that just a few of those larger accounts can make up anywhere from 20% to 80% of their revenue and are the equivalent of 1000s of smaller companies.
Large accounts require high touch sales models for an often understated reason.
An employee at a company needs to know that they're not going to get fired for taking a chance on your software.
They want to deal with real people, understand that you're going to be there when trouble arises and that you can solve problems and get the company the result that it measures that employee by.
Here's an example of what Upscope thought enterprise sales would be like and what it turned out to be including why we changed a number of things on the website.
What's the best new high touch tool?
Traditional screen sharing as a way to educate clients has been around for a long time but...
It's not built for the web.
It was built for desktop apps. It involves downloads, installs, waiting and hoping and blurry screens.
We want to feel like we sat down next to the client without all those steps.
Co-browsing is becoming a default high touch tool because it makes you the coolest teacher of your software and the client the most gifted pupil.
Co-browsing is when you click once to begin educating your client on your app. You don't screen share, you browse with them. You teach them by highlighting where to click and when they get stuck, you click for them. It's an instant immersive educational experience.
It's what screen sharing should have been since apps moved to the cloud.
Companies are using co-browsing to take clients thorugh 10 or 20 minute interactive walk throughs of their software and giving them an experience which both converts and retains them as customers.
Read next: Grow your SaaS the hard way.