In 2011, Google published research that brought a new term - "Zero Moment of Truth" - to the world's attention. It derived from a study that found how, on average, consumers need 10.4 interactions from various sources to develop their buying knowledge before they make a purchasing decision. Additional research, looking at B2B sales, has found that the number of interactions - or touches between seller and buyer - needed to secure a sale is somewhere between 7 and 13. In essence, it is 10.4 interactions all over again. Whatever the exact number required for any sale (and this will vary by customer, sector, the level of competition, and more) salespeople in a multi-touch selling environment generate sales by creating compelling and credible journeys of discovery for the decision makers in any purchasing organisation. This book shows you exactly how to do that. In "10.4 Interactions", sales expert Michael Smith breaks down the steps required for creating a sales touch system that generates multiple interactions with your potential customers. Irrespective of experience, you will be able to identify and target the people who authorise purchases, deliver compelling messages, learn how to create personal value and significance, and develop thought-provoking and change-enabling discussions. By following the book's focused and specific methodology, you will stand out, create more opportunities, and make the sales that deliver real business success. Note: This is the sister book to Go Naked: The Credible Expert: How to Stand Out In Medical Sales, Create More Opportunities, And Grow Your Business . Content elements across both titles are related and readers are, therefore, advised not to purchase 10.4 Interactions if they already own The Credible Expert .