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Jarom Adair

By Jarom Adair,
Head Solopreneur

Case Study: how to use the “touch method” to get more leads

No matter what kind of business you run, there are points where you regularly come in contact with your prospects and clients.

By identifying and making the most of these “touch points”, you can get more testimonials, more referrals and more repeat business.

Today’s case study is an example of using the “touch method” to get more leads by taking advantage of different touch points.

The Situation:

Steve Boshard is a local electrician with 15 years experience and his wife manning the phones.

His main problem is that his standard lead sources like yellow pages and direct mail are costing more and producing less. So his expenses are up and his revenue is down.

He’s short on time, and he needs to find a way to increase his income on a tight marketing budget (don’t we all?).

That being the case, what would you tell Steve to do?


One thing I excel at (if I do say so myself) is uncovering under-used business resources and putting them to work.

Steve has one resource in particular that he didn’t think to use:

  • happy previous clients

Random tip: Nothing helps get things kick-started like a reservoir of happy previous clients. If you have any people you’ve done a good job for in the past, they are some of the first people you want to turn to when you need to get more leads.

For example…

The game plan we came up with:

When somebody needs an electrician, they typically either ask their friends for a referral or hit the search engines. We want to get Steve in both places as quickly as possible, and we could most easily do that using his past clients…

Our first move is to contact past happy clients and get their email address.

“Can I get your email address so I can send you a $50 gift certificate? You can use it if you need us in the future, or you can give it to a friend” Steve’s wife can say when she contacts past clients. People generally don’t turn down gift certificates.

The first email Steve sends them will have social sharing links (like the ones at the bottom of this article) to encourage people to easily share the $50 gift certificate with their friends on Facebook or Twitter.

Sharing something of value like this is easy for happy clients. If sharing this with their friends doesn’t generate some immediate leads, at the very least it will raise awareness so when someone needs an electrician they might contact their friend who posted the gift certificate (getting Steve more leads).

Now that he has their email, Steve will also send out a second email inviting past clients to review his business on his Google business page. The more reviews he gets, the better he’ll show up in the local search (getting Steve more leads).

The “touch method”

The next thing we did was look at all the points that Steve routinely makes contact with new leads. We want to optimize each interaction he has with each person so he can get more referrals and Google reviews.

Touch #1): The first “touch point” Steve has with a new prospect is when somebody calls Steve’s office for a quote.

This is a great place to ask for an email address and offer to send someone useful information (maybe a pdf of “How To Avoid The Top Ten Mistakes People Make While Hiring An Electrician” or some similar document Steve can write to build trust with a perspective client) (see How to land more customers with a simple pdf).

Touch #2): The next touch point is meeting the prospect to see the job and draw up a bid–we haven’t figured out how to optimize this touch point yet, but if we didn’t get their email before we’ll try again here.

Touch #3): The next time Steve meets someone is when they’ve hired him and he completes the job. To go the extra mile on this touch point, we purchased a few cases of sparkling apple cider.

When Steve finishes a job, he’ll give them a bottle of cider with a note thanking them for hiring him. The note will then invite them to visit his Google page and leave a review.

Although we don’t expect everybody to write a review because of the note, we do expect that the bottle will impress people enough that Steve can then…

Touch #4): Send them an email with a $50 gift certificate that they’ll be more willing to pass along to their friends because of their good experience with him.

And then Steve can send them another email with a reminder request to write a review on his Google page.

What happens next…

These were just the ideas we came up with during our initial 1-on-1 call.

As Steve joins in on my Mastermind Calls we’ll come up with more ways to increase the effectiveness of each touch point he has with his prospects and clients. It’s important that each touch point is tested, evaluated, and improved.

We’ll keep working to get him more reviews and referrals from each person he works with until his appointment book screams for mercy.

How to adapt this to your business:

What are the “touch points” in your business?

  • Do you send out invoices every month where you can offer related services?

  • Are you on the phone with them where you could offer something special for referring others?

  • Do you send out thank you cards when a project is done where you ask for a testimonial?

  • Do you invite people to forward your emails to others when you’ve taught them something useful?

  • Could you offer something at the point-of-sale, like an incentive to return and buy again soon?

  • What kind of great deal can you offer people immediately after they’ve joined your email list? Or after they’ve purchased something online?

You have regular communication with the outside world right now–so where could you insert an invitation to spread the word or give you a testimonial or offer them something more to buy?

What I hope you got from this

There are many places where we interact with others as a regular part of business that, with a little creativity, can become lead generators for us.

I hope you took a moment to look at your regular points of contact with a slightly different eye. Maybe there’s an invitation you can easily insert there that would take no time at all to add, but would start to benefit you immediately.

I hope something did come to mind while reading this, and I hope you act on it soon.

Thanks for reading, and I’ll see you in the next tutorial!

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Yours in success,
-Jarom Adair

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