Over the past 2 years, there has been a swing in the amount of "touches" required to acquire a new client.  In the past, it would take 2 - 5 "touches."  A "touch" is nothing more than a communication of some type.  These could include but not be limited to a phone call, an email, a postcard, a personal greeting card, a gift or a meeting.  We have launched many successful campaigns using the touch strategy.  Usually, the first "touch" would be a casual meeting at a networking function.  Second "touch" would be a phone call.  Third "touch" would be a postcard.  Fourth "touch" would be an email. Fifth "touch" would be a face-to-fce meeting set up during one of the earlier "touches."   This approach ran about 70% conversion.

Since the economic downturn, it has been taking 7 - 12 "touches."  This includes variations of the above.  With patience and perserverence, the conversion rate continues to be 70%, but the process may take twice as long.  It is also more difficult to manage so many "touches" without a great tool.  There are a number of tools on the market.