Okay, so who else has noticed this “6-7 craze” that’s been going around the last few months? Maybe your kids or even your grandkids are doing it! It’s been everywhere, right?
If you’ve been on TikTok or Instagram Reels, you couldn’t escape the bizarre scenarios all ending with a cryptic “6-7.” It’s one of those fleeting internet things that’s here today, gone tomorrow.
It’s ironic, though. Because while “6-7” is just a random punchline on the internet, that exact number is the secret sauce for closing deals in the world of merchant services. For us, “6-7” isn’t a meme; it’s a methodology. It represents the number of follow-ups it often takes to turn a prospect into a partner.
My “1-2” Failure in a “6-7” World
I remember vividly back in my early days. I was a “1-2” salesperson. I’d make a great initial call (Touch #1). I’d send a thoughtful email right after (Touch #2). And then… I’d wait. If I didn’t hear back in a few days, I’d assume they weren’t interested and move on. My pipeline was a graveyard of “great first calls” that never went anywhere.
I was treating sales like a viral moment. I expected that one great interaction to be enough to spark a deal. I never got close to the 6th or 7th touchpoint, which, as I learned the hard way, is where the real trust is built and the deals are actually made.
The Revelation: The Real Power of 6-7
It took a mentor looking at my dismal closing rate to spell it out for me. “You’re giving up at the starting line,” he said. “The pros don’t even get warmed up until the fourth or fifth touch. The deals are won on follow-ups 6 and 7.”
He challenged me to stop chasing one-call closes and start building a real follow-up system designed to hit that magic number and beyond. Here’s what that system looks like in practice:
- Touch #1: The Initial Call/Meeting. This is your foot in the door. The discovery phase.
- Touch #2: The Immediate “Thank You” Text, Email. (Within an hour). Reiterate a key point and thank them for their time. Professionalism matters.
- Touch #3: The “Value Add” Follow-up. (24-48 hours later). Send them a relevant article, a case study, or an idea specific to their business. You’re a resource, not just a salesperson.
- Touch #4: The “Quick Check-in” Call. (3-5 days later). A low-pressure call. “Just circling back to see if any questions came up from our chat.”
- Touch #5: The “Problem Solver” Email/text (1 week later). Offer a deeper dive. “I was thinking about your concern with batch fees. I could run a specific analysis for you if you’d like.”
- Touch #6: The “Second Attempt” Call. (Week 2). You’re showing polite, professional persistence. You are not a pest; you are a partner trying to connect.
- Touch #7: The “Final Value” or “Breakup” text/Email. (Week 3). A final offer of help or a polite “closing the file for now” email. You’d be amazed how often this one gets a response.
Right there, that’s seven distinct, valuable touchpoints. That’s the zone where “maybe” turns into “let’s do this.”
Why the “6-7” Rule is Unbeatable
This isn’t just about being persistent; it’s about strategy. Merchant services is a major business decision, not an impulse buy.
- It Cuts Through the Noise: Your prospect is busy. The first call gets lost. The second email gets buried. By the 6th or 7th time they hear from you, you’ve proven you’re serious and have earned their attention.
- It Builds Familiarity and Trust: Each touchpoint is a chance to build rapport and demonstrate your expertise. By the time you hit that 7th follow-up, you’re not a cold caller anymore; you’re a familiar, credible professional.
- It Aligns With Their Timeline, Not Yours: You might have caught them at the wrong time initially. Your steady follow-up ensures you’re top-of-mind when their need becomes urgent.
So, while the “6-7” meme will fade away by next season, the principle behind it in our industry is timeless. Don’t be a one-hit-wonder salesperson. Embrace the real power of the 6-7 follow-up. It’s not a joke; it’s your roadmap to a closed deal.
What’s your go-to follow-up that helps you get to that magic number? Let me know in the comments.
Happy Selling,
David
Payment Lynx Daily 