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.
Because larger companies pay more and churn less
You need a high touch model for larger accounts and many software service providers find that large and medium sized companies make up 80% of their revenue and have lower churn rates.
At larger companies you sell to teams not individuals
Early users of new software can be enthusiastic first adopters who are risk taking innovators and will try something new. They might sign up and use it with barely a trial or an explanation.
The majority of organisations are cautious, they require proof, case studies, metrics, demonstrations to multiple people along with passing security and procurement compliance procedures.
The initial contact at the company might champion your product but they need to convince their team and senior management and only after multiple demos will they sign off on a extended trial prior to purchase.
Nobody wants to get fired
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.
Co-browsing as a high touch tool
What if you showed your product to customers in a way they've never experienced before.
Have them use your product as you browse with them.
When they call up and want to understand how your product works, without any downloads or installs, you click once to see what they see and start clicking and scrolling with them.
The customer sees a second mouse cursor (yours) working with them to use the app.
That's co-browsing. Instant and interactive screen sharing.
Hightlight where to click and they do it. Talk them through filling in forms and underline boxes they've missed. Click for them if they struggle.
Have them build up muscle memory in using your app and they'll understand it from day 1 and explain it to other team members themselves.
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.
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