Navigating the Sales Repertoire: How Many Times Should You Reach Out to a Client?

When it comes to sales, the frequency of reaching out to potential clients is a complex and often debated topic. Every sales professional aims to balance persistence with respect, ensuring that their approach is effective while not infringing on the client’s time or decision-making process.

Understanding Your Audience

The answer to how many times you should reach out varies greatly based on your research, industry norms, and the specific characteristics of your target prospects. For a properly researched and qualified sales lead, the key is to establish a productive relationship, rather than a one-size-fits-all approach.

The Long Game

Marketing experts often cite the statistic that close to 85% of active prospects make a buying decision and actually purchase within 15 months of becoming aware of the product or service. This highlights the importance of nurturing the relationship over an extended period, rather than just a few quick contacts.

A true professional, like your author's uncle who sold cars for 47 years, focused on building lasting relationships. His strategy was to consistently engage with the same prospects, ensuring that the relationship was always positive. He sold out of the same dealership and became the top salesperson for 33 years, proving that a well-nurtured relationship can lead to long-term success.

The Art of Nurturing

Unlike many sales reps who might throw seeds into the ground and move on to the next opportunity, effective salespeople understand the value of nurturing. This involves consistent, thoughtful communication that keeps the prospect engaged without overwhelming them.

Regular Check-Ins

Instead of rigidly adhering to a set number of contacts, it's crucial to establish a regular check-in schedule. This could be as frequent as monthly or quarterly, depending on the nature of the product or service and the industry standards. The goal is to keep the conversation alive, offering value and reminders of how your solution can benefit the client.

For example, if you're selling a software solution that helps businesses automate their operations, regular check-ins could include updates on new features, industry trends, and success stories of similar businesses. This keeps the client informed and engaged, without seeming pushy or relentless.

Personalized Engagement

Personalization is key in modern sales. Tailor each communication to address the prospect's specific needs and concerns. This might involve sending a detailed whitepaper on industry trends related to their business, or sharing case studies that highlight how your product or service has helped others in their position.

For instance, if a client is hesitant about a particular feature due to a previous experience, address their concerns directly. Provide them with a detailed explanation of how your feature has helped other customers overcome similar challenges, or offer a free consultation to discuss their specific needs.

Timing and Persistence

The right timing is crucial in sales outreach. While you want to be persistent, you also need to respect the client's timeline. If a prospect has shown interest but hasn't made a move, it might be worth following up after a few weeks to see if they have any new questions or concerns.

However, be mindful of overstepping boundaries. If they have explicitly stated that they are not interested or are still evaluating their options, respect their decision. Pushing too hard can turn them off from your product or service, leading to lost opportunities.

Leaving Room for the Client’s Decision

In certain industries, it is not uncommon for clients to take up to 15 months to make a purchasing decision. This underscores the importance of maintaining a friendly and supportive relationship. Until the client either buys or decides to terminate the relationship through a formal cease and desist, continue to nurture the relationship.

This approach not only increases the likelihood of a sale but also leaves the door open for future opportunities. Even if a client doesn't purchase today, they may remember your brand positively and consider you in the future, especially if they are working with a sales team they respect and trust.

In summary, the number of times you should reach out to a client is less about a specific number and more about the quality of your outreach. Focus on nurturing a long-term relationship, providing value, and respecting the client's decision-making process. By doing so, you can increase your chances of closing the sale and building a strong foundation for future business.