Do you know the relationship in percentages between your sales call activity and your sales’ results?
Here are some interesting sales statistics that when studied should begin to improve your bottom line and increase your cash box (Source: National Sales Executive Association).
- 2% of sales are made on the first contact
- 3% of sales are made on the second contact
- 5% of sales are made on the third contact
- 10% of sales are made on the fourth contact
- 80% of sales are made on the fifth to twelfth contact
When analyzing these numbers, a couple of observations come quickly to mind.
First, is that urgency is probably driving the first 10% of sales. For many earned sales the time frame is one to three contacts. You meet the prospect, have an initial meeting and then a presentation meeting where a decision to buy takes place. Sales Coaching Tip: Urgency is one of the four criteria for a sale to happen. The others are: Decision Maker; Need; and Budget.
Second, 90% of all sales are the result of some sort of relationship with 80% of all sales having a potentially stronger relationship due to the number of contacts. Possibly, this is why the emphasis on the term relationship selling. Relationships happen over time.
Let’s presume that your first four contacts take place in 60 days or less. Contacts five through 12 happen over the course of the next two to nine months. By this time you probably have developed a fairly solid relationship with your prospect and may have even received some additional referrals. Securing a sale between contacts five and 12 now makes logical sense.
If you want to improve your sales results, then begin to track your numbers. If they are not at the average levels that you just read of making at least 5 to 12 contacts, then set some goals to raise them. Next, set some more goals to truly make your sales results exceptional instead of just being average.