The Art of Multi-Touch Sales in India’s IT Services Landscape
Publish Date: December 4, 2024Imagine a marketplace alive with data streams, AI-driven insights, and cloud infrastructures powering business growth across diverse industries. This is the reality of the IT services landscape in India. The challenge for IT sales professionals isn’t just to “reach” potential clients but to build tailored connections, interactions that feel insightful, and engagements that reflect an in-depth understanding of the client’s business needs.
In India, where tradition meets cutting-edge technology, a one-size-fits-all sales approach falls flat. Winning over enterprises that demand scalable IT solutions requires more than one touchpoint. Multi-touch sales is a precisely planned journey where every interaction is a step toward creating trust and demonstrating value.
Insights reveal that people want more than a transaction; they want engagements that evolve, forming the basis of a trusted relationship.
Understanding Multi-Touch Sales in IT Services
Multi-touch sales is strategically engaging prospects across multiple touchpoints—emails, phone calls, social media, webinars, events, and more. In the Indian IT services context, where decision-making often involves multiple stakeholders, this approach ensures sustained engagement and top-of-mind recall. It’s not just about persistence; it’s about persistence with purpose.
For instance, when targeting a mid-sized enterprise for cloud migration services, a sales professional might begin with a personalized email introducing their capabilities. This is followed by connecting on LinkedIn and sharing thought leadership articles relevant to the prospect’s industry. A couple of weeks later, a quick phone call to discuss the company’s pain points could open the door to a webinar invitation. This multi-faceted approach ensures that every interaction builds on the last, creating a compelling narrative that resonates with the prospect.
Channels That Power Multi-Touch Sales in India
LinkedIn for Social Selling
LinkedIn has emerged as a goldmine for IT services sales professionals in India. It allows reps to connect directly with decision-makers, share relevant content, and even participate in industry discussions to establish thought leadership. For example, a LinkedIn post about a successful digital transformation project can serve as a soft introduction to prospects with similar needs.
Example: A sales rep targeting the BFSI sector could share a case study on LinkedIn showcasing how their company improved operational efficiency for a financial client using AI-powered tools. This not only grabs attention but also fosters credibility.
Personalized Email Campaigns
While generic email blasts have lost their charm, personalized emails remain a vital touchpoint in multi-touch sales. Sales reps often leverage insights from social media or company announcements to tailor their messages. Highlighting specific pain points and offering tailored solutions can significantly increase engagement.
Example: A rep notices a prospect has recently announced a new office in a Tier-2 city. A personalized email offering scalable IT infrastructure solutions for their expansion goals can initiate meaningful dialogue.
Industry Events and Webinars
Events remain a cornerstone of sales strategy in India, especially for IT services companies. Whether it’s participating in forums like NASSCOM or hosting bespoke webinars, these interactions help establish a human connection and showcase domain expertise.
Example: A sales professional attending a CIO roundtable might use the opportunity to present their expertise in AIOps or automation, offering a live demo to spark interest.
Cold Calling with Context
Though often overlooked, cold calling is still effectual when paired with research. A sales rep who references a recent industry trend or the company’s latest challenges in their opening pitch can instantly break the ice.
Why Multi-Touch Works: The Trust Factor
In India, trust is a significant driver of sales. The multi-touch approach helps build this trust by demonstrating consistency, deep understanding, and value at every interaction. For example, an IT services company specializing in managed services might follow up a LinkedIn connection request with a webinar on “Optimizing IT Costs in a Downturn.” By consistently showing up in relevant and helpful ways, the rep builds credibility and ensures they’re at the top of the mind when the prospect is ready to decide.
Toward Meaningful Engagements in IT Sales
In IT services, multi-touch sales is not about saturating channels; it’s about crafting a cohesive and compelling buyer journey. With each interaction, the goal is to demonstrate expertise, address pain points, and build trust.
Consider a mid-sized manufacturing company exploring IT solutions to optimize operations. Their journey might begin with a search engine inquiry that leads them to a case study on your website. A LinkedIn connection starts a conversation, followed by a webinar registration. Eventually, a personalized email offering a complimentary consultation sets the stage for a partnership. Every channel works cohesively, forming a narrative that resonates with the company’s unique needs.
India’s IT buyers are discerning, and their journeys are intricate. Success lies in creating experiences that don’t just sell solutions but offer insights, build relationships, and demonstrate unwavering reliability. By adopting multi-touch strategies, IT sales professionals can craft narratives that boost conversations beyond transactions, creating lasting partnerships.
The opportunity is vast, and the rewards belong to those who master the art of intentional, multi-channel engagement.
