By Tony Rossell, Senior Vice President
We often hear the question, “Why does it take so many contacts to convince an individual or company to join our association?” The pat answer from marketers is that it takes seven contacts to turn a prospect into a buyer.
However, as opposed to just doing more, establishing an understanding of the decision process involved in joining an association allows for a more nuanced strategy to be put in place.
One explanation offered by psychologists on the stages that a person goes through in making a decision is a theory called the Transtheoretical Model (TTM). The model says there are five stages to behavior change: Precontemplation, Contemplation, Planning, Action, and Maintenance.