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Sales Development

Are giving up too early?

Jacco van der Kooij

Written by Jacco van der Kooij

Founder, Winning by Design


According to the average number of times a sales rep will attempt to contact a prospect is between 1.7 & 2.1 times. Consisting of a call, voice mail & emails. This is not enough! Industry research has identified that you need a minimum, bare minimum, of 6 contacts to give yourself a chance of connecting with that prospect. The optimal rate is much higher, between 8-12 attempts which increases your chance of making with a contact by 90%! That is huge! 3 times the industry average.

The worse thing is that most sales people I speak to know this. Sometimes they have tried it in the past and have been paralysed by the number of ‘tasks’ it creates in their CRM, some just don’t want to annoy their prospects or others just don’t know where to start.


Paralysed by tasks

Looking at the first problem, for many people that have realised they have require multiple contacts start making follow up tasks for each and every contact in their CRM to ensure they don’t miss the next one. This can lead you down a very slippery path. So many sales people & founders who follow this approach get into work with great intentions to sell, they then open their CRM and are crippled by the huge amount of tasks that are awaiting them! It is de-motivating and one of the driving factors as to why people STOP contacting their clients.

Fear of hounding

A lot of sales people suffer this fear. In most cases it comes from when they received unsolicited cold calls from a new utility company wanting you to change providers while you having dinner. This caused some ill words to be spoken about the telemarketer so you don’t want them spoken about you. In the B2B world there is a reason why you are contacting these people, you can solve a real problem and should be offering insights to help educate them. These are the ‘value adds’ that separates your engagement from the cold call. And the reality is, in today’s ‘busy’ world people are receiving a emails, on average 120 per day. Let’s honest, do you read all of your emails? Your prospect doesn’t either.

Don’t know where to start

For the other cohort of sales reps who know they need to make multiple contact attempts they have never done it before and don’t know where to start.

The key to solving this challenge is by establishing sequences.

What are sequences? A series of interactions, across multiple channels, strung together to help you make a connection with your prospects. How many interactions and what channels are included in your sequences depends on your offering, your customer and their seniority. It can get quite complex.

Next week I am joined by special guest, Dan Smith, to take you through a FREE ONLINE WORKSHOP next Thursday 10th of November to help you solve these challenges, share the best performing sequences and give you the tips to implement them immediately.


As this is a live workshop spaces are limited, so book early to ensure you don’t miss out!

Happy Selling!