If you’re like many sales reps, you give up on prospects too soon. You leave a voicemail, send a follow-up email or 2 and then you move on. You assume they’re not interested or that another touchpoint will annoy them. This belief is so common that it has a name: the 3-call fallacy. It’s the mistaken idea that follow-up is pointless after about 3 outreach attempts. In reality, prospects may be dealing with packed schedules and inboxes and may have simply missed your messages.
Rather than giving up too soon, Sales Gravy’s Jeb Blount encourages sales reps to stick with it. He says just like you can’t expect to run a 10K after training for a single day, you shouldn’t expect immediate results from prospecting. It’s a cumulative effort that builds momentum over time.
How can you resist the temptation to move on and maintain consistency instead? Read on. In this issue of PromoPro Daily, we highlight Blount’s guidance for following a well-timed sequence that keeps your message top of mind.
Get into a rhythm. According to Blount, you shouldn’t let more than a few days pass between touchpoints. It creates recall when your prospects hear from you often. Think of it like a steady drumbeat, he says, rather than a one-time boom.
Use multiple channels. Your prospects may respond to email but never return your voicemails. Or they may ignore your LinkedIn messages but reply to a personalized video. Blount says it’s a good idea to use all the tools at your disposal, including phone calls, emails and video messages. You may also want to consider sending promo to high-value prospects.
Track your true attempt rate. According to Blount, most sales reps overestimate their persistence. He recommends implementing a rigorous tracking system to log each touchpoint, whether it’s a simple spreadsheet or your CRM.
Reframe your mindset. You’re offering your promo expertise, not bothering people. When you believe in your offering and know it can help people, Blount says persistent outreach is a service, not a nuisance.
It pays to be persistent in prospecting. Don’t assume silence means “no” and give up on a prospect. Instead, think of it as “not yet” and keep at it. The next time you’re tempted to move on after 3 attempts, stay in the game a little longer. Your next outreach could be the one that lands.
Compiled by Audrey Sellers
Source: Jeb Blount, Jr. is the marketing manager for Sales Gravy.
