The „Rule of Seven“
The principle of the „rule of seven“ is quite simple: the more contacts there are to the potential customer, the closer will be the relationship you can build and the more you can sell in the end. This is totally clear up to here.
But can we put this into more concrete figures?
As early as the 1930s, film producers discovered that it took more than just a single contact to the prospective customer to make him a customer, that is to say in this case a visitor of the cinema. It was found that with the seventh contact about 80% of the prospective customers become customers. This resulted in the so-called „Rule of Seven“. This „rule of seven“ is still valid today.
What options are there today to make use of this rule of seven?
With the possibilities of social media we have, it is easier now than ever before to come to the seventh contact; but of course there is also a high competition for the attention of the interested parties. In addition, this form of customer contact is experiencing some inflation. This means that a single customer contact via the social media may be „less valuable“ than a classical personal contact, and therefore more than seven contacts of this kind are necessary in order to achieve the desired result. But on the other hand, it is becoming more and more difficult and complex to at all come to personal contact with the customer so that the social media often offer the only chance.
The decisive thing about the „rule of seven“ is therefore not that you need exactly seven contacts, but that marketing measures will only bring the desired success if they are repeated in a meaningful way within the framework of a constant process.
What is important when utilizing the rule of seven for marketing?
The content of the messages and the information exchange is becoming more and more important: it must be useful for the interested parties and it must create an emotional connection with the interested parties.
Because the purchase decision is triggered today by two things: the content of the story told and the (above all emotional) impression, which it leaves with the prospective buyer.
Do you have questions?
Just contact me!
The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model.
Copyright © by Dr. Martin Auer, 2017
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