High-touch user acquisition means:
- visiting customers at their offices;
- going to industry events;
- going to customer organized events;
- talking on the phone with prospects;
- video calls with prospects.
And many more.
Startup founders often see high-touch activities as being:
- time consuming;
- too expensive;
- prone to mishaps;
- impossible to scale.
Sometimes founders go over the board, and consider high-touch as “anti-capitalist” 😂
Yes. They say going high-touch will make them less aggressive in terms of making money, thus the idea would go against basic rules of doing business.
I had the chance to work on some prospects for OMN this week and it was all about high-touch old school sales.
And I have to say: it was a joy.
When a prospects finally “click” about what your product does and realize the value it generates to their business, their reactions are priceless.
A prospect that says “This is going to help me so much! Cool!” while looking at your eyes makes you forget all the cost, the time and effort involved.
It makes the entire startup journey worthwhile.
Of course, one must admit that low-touch is faster, scales good and brings in the money in with no strings attached. As soon as the user accepts the Terms of Use and pays for the annual plan — 🔥 — oh, it feels good.
Maybe we should find balance then. Low-touch most of the times. High-touch some times, only with selected prospects that you know can change your day for the good, boosting your motivation for the next couple of days.
cover photo generated by MS CoPilot