Phil Risher says consumers now make two separate decisions: whether to contact a business, then whether to sign an estimate. Building trust takes seven touchpoints including reviews, photos, social media, and clear pricing. Most owners in the $1M-$10M range miss this shift.
there's these two decisions. Should I contact this business is one whole decision that happens. And then should I actually sign this estimate with this company, which is a whole nother sales process and decision process. Where before it was like, I got a problem, let me go to Google, ask it some questions. Google's going to tell me to call this company, I'll call them. Simple as that. And now it's shifting. There's these seven touch points that it takes in order for someone to trust your business. And it's not just like, oh, they have this many reviews. They're going and looking at pictures, they're reading your review responses. They might go to your social media to see yourself. They might go to your website to read a pricing page. And there's way more, right? Different types. What happened?
