Cadence… What is the Best Contact Frequency?

People often ask, “What is the best prospecting cadence… how many outbound contacts can we make before going over the line?”

First, consider the following facts – 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.

Considering this information simultaneously, the best answer to the cadence or call frequency question is that we “cross the line” when our calls have no value for the prospect or customer.