In sales we need to go through the motions.
Our buyers are “frazzled” as Jill Konrath says.
Even if you use social selling techniques that get you a referral or help you connect to a potential buyer using your mutual background, it is still likely to take some follow up before you confirm a meeting time (or virtual meeting time these days).
Research from XANT looked at the optimal “cadence” for prospecting based on the masses of data available to them through companies’ usage of their software. Their study looked at 479,140 outbound cadences from nearly 9,000 companies.
The upshot is that they recommend having eight (8) “touches” in your outbound cadence. These eight attempts should be spread over roughly 12 days.
After 12 days XANT found that it is optimal to take a break for four to five days then start another sequence of eight attempts to reach your prospect.
The research also recommends mixing