Why Stop There? How “Going Back” Brings You So Much Closer to Success

Remember the movie Big Fish? The main character, Edward Bloom, tries everything in the book to get the attention of his dream girl, Sandra. He works as a utility man at a circus just to get information about her. He buys out a whole florist’s worth of daffodils, her favorite flower. He gets in a fist fight with her fiancé…but promises her he won’t do anything to hurt the other man and takes a beating instead. After getting shelacked, he finally gets her to take an interest in him. His persistance paid off and she later became his wife.

There are some things that are worth the effort. A deep, lasting relationship with a customer or member is certainly one of those things. According to CUNA’s E-Scan, the odds of losing a member who has a checking account, a savings account, a loan and any fourth product is one hundred to one (via Mark Arnold). That means getting the members and customers informed and ready to buy. How?

Step 1: Make the pitch.

Step 2: Repeat the pitch.

Step 3: Repeat step 2.

But why stop there? The National Sales Executive Association has some eye-opening statistics about sales success compared to the number of contacts with a potential customer. The breakdown goes like this:

  • 2% of sales are made on the first contact your business has with a potential customer
  • 3% of sales are made on the second contact
  • 5% of sales are made on the third
  • 10% of sales are made on the fourth
  • 80% of sales are made on the fifth contact
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