First, get rid of the word “should”. High Probability Selling is something you choose to do, not something you are supposed to do.
Jacques Werth recommended 3 to 4 weeks between prospecting calls to each individual on the list. Today, I recommend a 3 to 6 week spacing between calls to the same person.
The main advantage for the longer spacing is flexibility for the salesperson making the calls, and especially if they have a long list. Also, it may be less irritating for the prospect, and they may be less likely to tell you not to call them again.
The main disadvantage of the longer spacing is that it will take longer to deliver multiple prospecting offers to each recipient, and we know that the probability of a sale increases with the number of offers presented. Second, calling less frequently means that the prospect is less likely to maintain that “front of mind awareness” of what the salesperson offers. Third, it increases the chances that another salesperson will be in contact with the prospect when they are ready to buy.
Remember. It’s not a should. It’s a choice.
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