My Case Against the Seven-Touch Sales Sequence

I used to think the seven-touch sales sequence was one of those universal truths in business. You know the one. Send an email. Wait two days. Follow up. Connect on LinkedIn. Leave a voicemail. Send another email. Check in one last time. Move on.

It is repeated so often that it has stopped sounding like advice and started sounding like physics. If a prospect hasn't replied yet, the answer must be another touch. If that doesn't work, perhaps the cadence is wrong. Or the subject line. Or the call to action.

Very few people stop to question the underlying assumption. Should every prospect really receive the same sequence in the first place?

I don't think so. In fact, I think one of the most accepted ideas in modern sales has quietly become one of its least useful. This isn't an argument against following up. Businesses lose opportunities because they give...

Copyright of this story solely belongs to hackernoon.com. To see the full text click HERE