Sales Persistence

18 Mar
Now that we've eliminated all the possibilities... Let's get started!

Now that we’ve eliminated all the possibilities… Let’s get started!

I don’t want salespeople to be pests, but if prospects don’t remember or know who you are – they will not/can not buy from you. So give yourself a real shot and believe in the math. If someone is a target, then knock on their door many times until qualified. If things would happen by themselves, there would be no need for sales people.  The art of making thing happen and being persistent (in a non-intrusive manner) makes the difference.

If you “knock once” – you’ll succeed, on average, 1% of the time.

Knock thrice – you’ll close about 6% of those prospects.

Knock six times – you’ll dramatically increase your odds.


The National Sales Executive Association has conducted a survey on how many sales you can get depending on how many times you contact your prospects. Their statistics show that most sales are made from the 5th contact through the 12th contact.

Here is the data they compiled:

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 on the 5th – 12th contact

With these statistics in mind, structure the mix of your calls to maximize success. The first calls require 50 attempts to succeed while fourth contact calls require only 10 attempts to succeed. This is why you need to make your 10-20 sales calls every morning. This is why you need to follow-up your calls with emails. Your consistent follow-through will drive results.


How many times must a prospect see a marketing message to take them from a state of total apathy to purchase readiness? Following a year-long study, the researchers concluded that a marketing message must penetrate the mind of a prospect a total of 9 times before that prospect becomes a customer.

That’s the good news.  The bad news is that for every three times you expose your prospect to your marketing message­ via ad, sign, monthly direct mail advertising, whatever  it gets missed or ignored two of those times. Hence, the marketing world came up with the “Rule of 27”. After all, people have more important things to do than pay attention to your marketing. So you’ve got to put out the good word about your company a total of 27 times in order to make at least nine impressions.

The first personality trait of the successful sales & marketing pro is patience. The second is persistence!

Make every day count!

~Drew Schmitz


Twitter: @drew_schmitz

One Response to “Sales Persistence”

  1. Jessie Neuman March 18, 2014 at 6:16 pm #

    Great article Drew! I’ve always believed that consistency pays off but the key is to having relationship building skills along with cold calling. Each time you contact a potential customer you should learn something more about that person and uncover another need that you will have the solution for.

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