Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Life Health > Running Your Business > Prospecting

How many calls should you make?

Your article was successfully shared with the contacts you provided.

I often get questions, such as this one from a subscriber to my newsletter: “Wendy, do you have any cold calling metrics? We would like to know how many cold calls a sales representative should make per day?” 

The answer to this important question will vary depending on the experience level of the sales representative, the product or service being sold and, of course, the market. 

The 80/20 Rule. This is where I usually start. A new sales representative just starting out should spend about 80 percent of her time looking for new business. If she does that for 3 to 4 months, at the end of that time she should have developed a pipeline of qualified opportunities. 

At this point, the equation flips. Now she should need to spend only 20 percent of her time looking for new business. The challenge is that many new sales representatives do not put in the time to build their pipelines and so never reach this point.

If your process starts with an appointment, the metrics you would want to track when prospecting are dials (the number of times you dialed the telephone), conversations (with a decision-maker) and appointments. If you don’t make appointments but conduct your process entirely over the telephone, you should track dials, conversations and opportunities. Ideally you would use some type of software to track these numbers.

Sales metrics can be very useful in tracking your progress toward your goals. And that includes your prospecting goals.

Sign up for The Lead and get a new tip in your inbox every day! More tips:

Never stop prospecting

4 tips for cold calling success

The truth about cold calling


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.