The science of sales

Did you know that . . .

2% of sales are made on the First contact.
3% of sales are made on the Second contact.
5% of sales are made on the Third contact.
10% of sales are made on the Fourth contact.
80% of sales are made on the Fifth to Twelfth contact

However . . .
48% of sales people never follow up with a prospect.
25% of sales people make a second contact and stop.
12% of sales people make three contacts and stop.
Only 10% of sales people make more than three contacts with a prospect


It is unbelievable that sales people give up so easily. As a matter of fact, as a buyer of media, these statistics are true. I would say that more than 90% of sales people that call me to pitch an idea only call once. And the best way to avoid them is to ask them to send me something via email. More than half will not even bother and I can simply avoid the other half by not returning the email. If you know the science behind the numbers, then why are you not taking advantage of that knowledge?

Maybe you find it easier to just give up and then go on the the next prospect. My sales manager mentioned to our two new sales people that the harder the prospect is to reach, the more potential they have. Think about that. The challenging sales are the ones that have the best long term potential. Welcome objections and you will succeed.

There are many forms of contact including a phone call, an email, a text, a snail mail letter and ultimately a face to face presentation. And if you can’t break through, then get creative. A new system that we are implementing from the Center for Sales Strategy involves sending a testimonial, a personal marketing resume and a valid business reason. It takes more of an effort but it is definitely worth it. Decide who your A level prospects are and laser focus in your attempt to reach them. You can also do some very creative approaches including sending a shoe in a box to their address with a note saying, ” now that I have one foot in the door. ” Just don’t give up.

It’s all about perseverance.

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