Here are a few guidelines…
First, consider the following facts, which we shared last year in a related article – studies show that approximately 80% of those involved in business development approach prospects two or three times and then give up.
Now, consider the importance of these National Sales Executive Association stats regarding the importance of following up:
- 2% of sales are made on the 1st contact
- 3% of sales are made on the 2nd contact
- 5% of sales are made on the 3rd contact
- 10% of sales are made on the 4th contact
- 80% of sales are made after the 5th contact
Next, consider the fact that sheer “frequency” does not guarantee success. Each contact must be “value-added” in order to properly impact our target prospects. This requires research, planning and good communication (probing and listening) skills. In addition, if we make better calls (i.e., better quality), then we will accomplish more during each call and won’t need to make as many calls to each prospect!
Considering this information simultaneously, the best answer to the call frequency question is that we “cross the line” when our calls have no value for the prospect or customer.