How Many Cold Calls is Too Many? Understanding the Art of the Follow-Up.

After six weeks and four bad offers, we took our house off of the market with an unconditional withdrawal from our realtor (for those of you who don't know what that means, we ended the contract early with our realtor, and took the house off the market altogether with no intention of putting it back on with the same realtor). That was two days ago; since then, I've received 11 calls, three voicemails, and three text messages from realtors. Many of those calls were from the same people, calling again and again with almost no beat in between calls.

Needless to say, it was annoying - and those people wouldn't stop at calling just me, they called my Mom, saying they were trying to contact me and it was urgent (which led to a needless 15 minute call to my mother asking me if everything was ok).

In the world of sales, cold calling remains one of the most direct and effective methods for reaching potential clients. However, it’s also one of the most challenging, requiring a fine balance between persistence and respect for the prospect's time and attention. The question many sales professionals grapple with is: How many cold calls to the same person is too many?

The Case for Two Cold Calls

In my experience, two cold calls to the same individual is the sweet spot. Anything beyond that risks crossing the line from persistence into pestering, potentially damaging your reputation and relationship with the prospect before it even begins.

Here’s why two is the magic number:

1. The First Call: Introduction and Assessment

   • The initial cold call is your chance to make a first impression, introduce yourself, and present your value proposition. At this stage, it’s crucial to assess the prospect’s interest. If they’re genuinely interested but not ready to commit, they’ll likely appreciate a follow-up. If they’re not interested at all, they might express that directly.

2. The Second Call: Polite Persistence

   • If your first call didn’t result in a definitive answer—whether due to timing, lack of clarity, or simply catching the person off guard—a second call can be warranted. This second attempt serves as a polite reminder and offers the prospect another chance to engage. However, it’s important to approach this call with the understanding that if the answer is still no or if you get no response, it’s time to move on.

With all of the above being said, if your call went straight to voicemail after the first call, leave a voicemail and give it a full 24 hours before you call back. While the early bird may get the worm, a watched pot never boils, and in the case of my realtor, you'll come off too annoying you'll have made the individual angry.

Similarly, I wrote a blog post a few weeks ago about LinkedIn 'cold calling' where I was getting cold-called electronically on social. This individual contacted me almost every three days, which led to me blocking them altogether. If you're in Sales, you need to remember to read the room. If someone is 'seeing' your message and not responding, you're better off spending your efforts elsewhere.

Timing Matters: Avoid Back-to-Back Calls

Even if two calls are acceptable, the timing between them is crucial. Back-to-back calls can be irritating, giving the impression of desperation or pushiness. Instead, allow for a cooling-off period between the two calls. This gap allows the prospect to process the information from the first call and possibly reconsider your offer in a less pressured environment.

A good rule of thumb is to wait a few days to a week between calls. This gives the prospect time to think about your proposal without feeling hounded, and it also demonstrates your respect for their time and decision-making process.

Why More Than Two Calls Can Be Harmful

Exceeding two cold calls to the same person can have several negative consequences:

1. Diminished Returns:

   • After the second call, the likelihood of a positive response decreases significantly. If the prospect hasn’t shown interest by now, they’re unlikely to do so in the future, regardless of how many times you call.

2. Reputation Risk:

   • Repeated calls can annoy prospects and damage your reputation. In today’s interconnected world, negative word-of-mouth can spread quickly, potentially affecting your standing within the industry or community.

3. Resource Drain:

   • Time spent chasing unresponsive prospects is time that could be better spent pursuing new leads or nurturing more promising ones. Efficiency is key in sales, and knowing when to stop is just as important as knowing when to push forward.

Strategies for Effective Follow-Up

If you decide to make a second call, it’s essential to approach it strategically. Here are some tips to maximize your chances of success:

1. Personalize Your Message:

   • Refer to your previous conversation and tailor your message to address any concerns or questions the prospect may have raised.

2. Offer Additional Value:

   • Use the second call to provide new information or insights that might change the prospect’s perspective. This could be a case study, a testimonial, or an update about your product or service.

3. Be Concise and Respectful:

   • Keep the call brief and to the point. Respect the prospect’s time by making it clear that you’re there to assist, not to pressure.

4. Know When to End the Call:

   • If it’s clear the prospect isn’t interested, thank them for their time and end the call gracefully. Leaving on a positive note can keep the door open for future opportunities.

The Power of Two

In the art of cold calling, less is often more. Two well-timed, thoughtful calls can be far more effective than a barrage of persistent attempts. By respecting the prospect’s time and space, you not only preserve your reputation but also increase the likelihood of building a positive relationship that could lead to future business opportunities. Remember, successful sales aren’t just about persistence—they’re about knowing when to push forward and when to step back.