Multiple Interactions
Having At Least 7 Positive Interactions In Your Conversion System Will Increase Sales
By Steve Hackney (Published: December 24)
Today we’re going to focus on the first of the CONVERSIONIZE Principles – Multiple Interactions.
This is without question, the most important Principle because applying it to your conversion system, will alone transform your results.
In fact whilst the principles are the foundation of a successful conversion system, Multiple Interactions are the foundation on which the other 8 principles sit.
This first principle is very easy to apply and I’ll explain exactly how you do it shortly, but first, let me share the research and results that backs up the importance of using Multiple Interactions across your sales conversion system.
There has in fact been so much research carried out over the years about how many contacts or interactions it takes from the moment a lead is generated to the point where a sale is made.
In fact take a look at this diagram, which summarises all the prominent research...
And as you can see from this diagram, which summarises all the prominent research… you can see after 7 interactions or contacts, 94% of prospects will buy at this point.
We call this 'The Rule of 7' and that’s our magic number.
It means we should build in at least 7 points of contact or interactions into our conversion system because we know most people will have purchased by then.
THE DOUBLE-EDGED SWORD
Or look at it another way… you are reducing your chances of getting a sale if you don't have at least 7 interactions or contacts in your sales conversion system.
But there’s another important element to this…
Th research on the right of the diagram, shows at what point sales people or basically anyone whose responsibility lies in the sales function of a business STOP following up.
It's quite shocking...
Even after the first contact or interaction, 50% of sales people have given up.
And by the 5th contact a whopping 89.8% have given up.
Yet 80% of all sales have been made at the 5th contact and only 10.2% of sales people are still following up.
In other words...
...if you’re in competition with another business, (who isn't?) the likelihood is they're not putting in the level of follow-ups and interactions that you are.
And if you are putting in the level of interactions, then it means you're going to win the sale, more often than not because you are simply playing the numbers game.
WHY SALES PEOPLE GIVE UP
But you may be thinking… ‘Steve all that makes sense, but why do sales people give up so early in the sales process?’
Let me explain…
First and foremost it's because the business and the people responsible for the sales function of that business, don't understand the importance of Multiple Interactions.
Therefore they don't systemise and automate the follow-up sequence.
Secondly, this next diagram shows what’s actually happening in two different conversion systems and scenarios.
The top line shows best practice.
7 interactions built in to the conversion system (we advise all our clients to have at least 7 interactions).
At each interaction you can see that the desire level of the prospect is increasing and they are moving closer to the sale.
By the 7th interaction the sale is made.
But the bottom line shows a different story.
This is showing a common situation with most businesses...
At each interaction the desire level of the prospect drops, until the sales person gives up and stops following up.
At each interaction, the prospect has moved further and further away from buying.
Why is that happening?
Well, it’s because it’s not just about having at least 7 interactions.
Every one of those interactions needs to be positive.
In other words, each interaction should be created to increase the desire level of the prospect.
HUMAN PSYCHOLOGY PLAYS A VITAL ROLE (BUT NOT JUST WITH THE PROSPECT!)
However, in most businesses very little thought is given to each interaction and because of that, the desire level of the prospect reduces.
There's much psychology at play here...
The sales person notices the drop in desire in the prospects body language, their facial expressions, the words they use and senses a reduction in positivity towards them.
The result is the sales person thinks this is a poor prospect and drops them so they can move onto the next one and so on.
But if that same prospect is the recipient of 7 interactions – each created to increase their desire and excitement, then the opposite occurs.
The prospect enjoys the journey and at each point their desire increases… ultimately leading to a sale.
As you can see, there’s a lot going on from a psychology point of view here.
It’s not just the psychology of the prospect… it’s also the psychology of the sales person.
Clearly we want to create the top scenario where each interaction is positive and every interaction is leading the prospect closer and closer to the sale.
It’s really important you understand this.
Multiple Positive Interactions is the basis of the world’s greatest and most successful conversion systems and now you can hopefully see why.
But next, the question is this…
...how do you create these positive interactions to ensure they each increase the desire of the prospect?
Well you do that using what’s known as ‘Moments Of Truth’ (the second Conversion Principle)…
...and this article explains all.
Your Next Risk-Free Step...
Rather apply CONVERSIONIZE with our help?
Prefer to only pay on results?
If you're currently doing over 200k in sales per year and you run a service-based business, you potentially qualify for our results-based, 'Pay Per Client' service...
There are NO retainers
NO creation fees
NO management fees
NO optimisation fees
NO tech stack fees
NO hidden fees
Just pay us a fractional percentage of the sales we help you generate!
Meet with one of our experts and we'll explain how CONVERSIONIZE can be installed inside your business and we'll assess what impact it could have.
We'll be honest in our assessment and if we don't think CONVERSIONIZE can at least double your sales in 12 months, we'll tell you.
If CONVERSIONIZE is a good fit for us both, we'll discuss how we only charge a small commission on the sales we help you acquire (and as you'd expect, we have a results-based better than 100% money-back guarantee).
Click on the button below to arrange your FREE no-obligation 'Pay Per Client Meeting'...
FREE PAY PER CLIENT SESSION
Schedule Your FREE Pay Per Client Meeting
Meet with one of our CONVERSIONIZE Experts to see exactly how much impact a zero-risk and fully guaranteed end-to-end psychology-based growth system can have on your business...
CLIENTS & RESULTS
See What Our Clients Are Saying
We work with an array of different clients in dozens of different industries. They all have one thing in common: they know they're leaving so much money on the table when it comes to conversion...
FREE TRAINING
Why Generating More Traffic To Increase Sales Is The Worst Thing You Can Focus On
Watch our game-changing, on-demand Masterclass, which explains why you need to change your focus from 'visitors' to 'conversion' to multiply sales...
FREE INSIDER REPORT
Using The Science Of Marginal Gains To Double Your Sales
Using the compound effect of 'marginal gains' to at least double your sales in just 72 days...
FREE BOOKS
Get Our Highly Acclaimed Books - FREE
Our books have transformed the sales performance of thousands of businesses around the world in 46 different countries. For a limited time, get the digital versions FREE (click on the covers to get FREE access)...
FREE NEWSLETTER
Subscribe To Our Weekly CONVERSIONIZE Newsletter
Join thousands and get weekly actionable insights from the leaders in sales conversion with our CONVERSIONIZE Newsletter...
© 2025 Conversion Academy Limited. All rights reserved.