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.
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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.
High touch tools
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