How Multiple Touches Can Lead to Profit Multiples

It’s Friday afternoon. Phil, the top sales rep for a technology company, is catching up on his paperwork.

Reluctantly, he picks up a stack of leads awaiting follow up. He rifles through them looking for the hot ones that have budgets and plan to buy within 90 days. He finds none. Among the discards: a prospect indicating an estimated budget of $200,000 to be possibly spent next year. Phil, however, needs to make his numbers this year and decides the decision-making time frame is too far out. This “lead” goes into the circular file.