Interactions Matter – COACT Style

Elizabeth Murawski - Account Executive

September 2013 – Here at COACT we are encouraged to continuously learn.  Not only is it a core value but a way of doing our work.  Personally, I am a voracious reader.  While I tend to find my absorption in fiction, I have a frequent tendency to get lost in the articles and news of the world, leaders, and other resources.  Every few weeks a bright article, blog or news piece comes across my screen that reminds me about what COACT does – and the value of the interactions we generate for our clients, and the prospects we touch on their behalf.

Recently, The Harvard Business Review presented an article on leadership, and the importance of words spoken.  On many levels this struck me, personally, and professionally as a leader of teams here at COACT.  The article highlighted the author’s interactions with people who were and are leaders in his life, and the impact the touch points these individuals left behind.  In the author’s words, he described seven memorable touchpoints whose experiences were based on 32 words total, with less than five words per touchpoint.  “Strung together, it’s generously twenty seconds of conversation, that’s approximately four seconds per touchpoint.”

The beginning of the article is what grabbed my attention initially stating:

Even a brief interaction can change the way people think about themselves, their leaders, and the future. Each of those many connections you make has the potential to become a high point or a low point in someone’s day. Each is a chance to transform an ordinary moment into a touchpoint.

What is a touchpoint? A touchpoint is an interaction with one other person, a couple of people, or a group that can last a couple of minutes, a couple of hours, or a couple of days. Those Touchpoints can be planned or spontaneous, casual or carefully choreographed.

Every touchpoint is spring-loaded with possibilities. Each one can build a more meaningful relationship.

COACT generates these touchpoints on behalf of our clients. By strategically developing target lists built around ideal client profiles, we have an opportunity to generate interest about our clients’ services and products personally.  Learning from our contacts, sending them hand written notes, and impressing on them the value of doing business with our clients – each of these touches are an interaction. Put together these interactions have generated millions of dollars in business for our clients.

The value of the personal interactions and the opportunities COACT researches creates a unique touch to the large and small corporate structures we are developing business in.  We intentionally choose words for our call plans, and questions that identify key areas where we can qualify how our clients can support the prospect’s business needs.  It is not a ‘willy-nilly’ call.  With the strategy in mind, COACT touches our prospects to string together information that can profoundly affect our clients’ lives:  These touchpoints build meaningful, trusting relationships.

Questions? Please contact Elizabeth Murawski at

Citation: “Leaders, Choose Your Words Wisely” by Douglas R. Conant. July 12, 2013.