How to Break the Once Every 4-Weeks Rule

Thu Mar 16, 2017

Kathy Crosett

If you’re trying to move a prospect through the sales funnel, it’s sometimes hard to know how often to manfrustratedvoicemailreach out with phone calls. As Colleen Francis points out in her Salesforce blog post, you don’t want to move from persevering to pestering. The right level of calling, according to Francis, is once every 4 weeks, but there are ways to bend the rule.

Phone calls are intrusive. If you do reach out that way, make it count, Francis advises. Have a specific reason for dialing. For example, let your prospect know that new features he’d asked about are being added to your product. Or, personally invite her to a presentation at an industry conference that your company is sponsoring.

No matter how successful the monthly phone calls are, it can feel like an eternity is passing during those four weeks. You can always make another call a week after your first call, but only if you have a good reason. If the client asked you to get back to her with a specific of piece information, that’s a legitimate reason to dial.

For the other three weeks in the month, develop a plan. Has the prospect mentioned being interested in a specific industry development – a merger, an acquisition, a new product being launched by a competitor? Keep track of this information. Once a week, make contact. Email and snail mail are both legitimate and non-obtrusive ways to stay in touch.  You can even reach out through social media if the prospect appears to use these channels.

Position yourself as a consultative salesperson during these interactions. Don’t send your prospect a promotion for your product. Send her content that will help her do her job. Over time, the once a week connection will build a relationship and keep you top of mind when she’s ready to buy.

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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