Seven Points of Contact

By Jeffrey Glaze

Have you ever heard that it takes at least seven points of contact before someone will consider doing business with you? I have heard this many times and I believe that it is true that it takes many points of contact, tho I am not sure that it has to be seven.

The fact is that usually we will not do business with someone we do not know. Of course the exceptions to this rule come in the form of shopping for personal or home items when we go to the mall, or we stop to get a burger for lunch. I am sure you do not really know the person that you bought your washer and dryer from , or do you?

Buying decisions for the most part are made up from collective experiences. We might decide to buy from a particular store because we have shopped there a lot and had a good experience with it. We might decide to visit that store on the recommendation of a friend. Sometimes just plain old advertising draws us in and out of curiosity we find a new favorite place to shop.

In most of the businesses we encounter in networking, we want to know more about the business before we make a buying decision. In particular, we want to know more about the person who is talking to us. We want to be able to trust this person before we buy from them. Why is this? In some cases the product or service that a person is selling does not cost much, yet we need to feel comfortable in making a buying decision.

In order for someone to trust you enough to buy from you, you have to be able to let them get to know you. You can accomplish this by making contact many times and being a real person when you do. If you frequent many meetings a month, you should always take the time to say hello to people whom with you have previously met. Ask them how things are going for them on a more personal level than just asking, “how’s it goin?”.

Show genuine concern for their answer by listening. Listening and responding will help develop a deeper relationship. Be more than a passing face in the crowd and you will build deeper more valuable relationships with people.
The biggest mistake that we can make in networking is to be superficial. If we do not let people know more about us than our name and what we do, we will never be as effective as we can be. As people get to know you, they can make a decision to buy from you or not. In this realm, price and features have no meaning. It is you that makes your product better.

They may say that seven points of contact are required to make the sale, but the quality of that contact determines the outcome. Be sure to be yourself when you are out there, be genuine, be concerned, be human, and most of all be comfortable with it. This will help you to generate success that you never thought was possible.