That percentage increases to over 70% after the second call and to 80% after the third call. And 90% of all salespeople stop calling that prospect after the fourth call.
Now here is the real issue most sales and marketing professionals don't realize: Business relationships don't normally begin to grow until you've "touched" them at least six times - in many instances, prospects won't even talk to you until the 12th contact has even taken place.
So what can you do?
Adopt a PADDLE-WHEEL Selling Method
"You must picture your markets as a river, and you are the captain of the riverboat," says Sean McArdle. Hence the term "Paddle-Wheel" to describe the technique that is based on his program, The Art & Science of PRINTING SALES, the most widely distributed selling system in the history of the printing industry.
According to the Paddle-Wheel approach, "you need to create as many different ways as possible to give your prospects a whap until they give in and start doing business with you," McArdle said.
THE ULTIMATE PADDLE-WHEEL USES HIGH TECH TOOLS
Once you understand the concept, designing the various paddles that make up your wheel become a bit easier. McArdle suggests that you develop at least ten paddles for your riverboat - with each one designed to tell the prospect more about your company's unique value.
It may sound easy, but there are some pitfalls that can trip you up along the way. Therefore companies need to find a way to "speed up the paddle-wheel" - and for this you need to take advantage of technology.
Resources such well-researched databases and a contact management system to keep track of your paddles ensures that your sales force can continue to carefully "touch" prospects with a well-thought out blend of tactical marketing tools consistently retaining your company’s brand image and messages.
To learn more about how Customer Creation, Inc. has made McArdle’s PADDLE-WHEEL system easy to adopt and implement for your sales force, contact us at info@customercreation.com.