3 Critical Sales TouchPoints to Grow Your Business. Finding qualified prospects is key to growing your business.

Too much prospect communication comes across as nagging, desperate and unprofessional. Too little prevents salespeople from laying the foundation for good relationships. Is there a middle ground?

According to a new study from Accenture, 80 percent of frequent B2B buyers changed providers in a 24-month period. To avoid falling victim to heavy churn, entrepreneurs and their sales teams can’t afford to play a guessing game with prospect touchpoints.

Mastering the art of communication frequency requires a careful balance, though. Not only must salespeople make prospects feel appreciated and valued, but they must also spend as much time as possible bringing in new business. Relationships are great, but when prospects with a limited budget and finicky demands ask for too much time, salespeople need to know when to let go.

What makes one touchpoint better than another when trying to grow your business?

Engaging with prospects is a dance. The best salespeople and entrepreneurs understand when to push the tempo and when to let the other party set the pace. Pick the wrong tactic at the wrong moment, and a once-interested prospect will quickly start looking for a new partner.

In this new decade, where data intelligence and personalization have become the expectation, sellers must add value to the buyer journey at every touchpoint. Instead of asking whether someone is ready to purchase, salespeople should provide more context, point to other relevant resources and ensure prospects feel they’re in control.

Close more sales with more qualified prospects by making the most of these critical touchpoints:

1. A better version of a first email.

Marketing may handle this early exchange, but regardless of who’s responsible, a good first impression sets the stage for trust on both sides. 

Experienced salespeople understand that the first outreach isn’t truly the beginning of the relationship. Prospects today view all sorts of media and materials online and in print before taking an action that generates an email. However, by turning this first opportunity to engage into something special, salespeople can differentiate themselves in the eyes of people looking to purchase.

Instead of sending a standard cold email inviting prospects to ask questions, try a video greeting. Maintain a few professional standards for lighting and sound, but don’t get hung up on the details. Use the information the prospect submitted to create a short video, and include a few tips or next steps. Then, send the email and wait for the (now much more likely) reply.

Read more: entrepreneur