The Art of the Follow-Up: How Many Contacts Does It Take to Close a Deal?

Exploring the dynamics of sales follow-ups can revolutionise your business outcomes. Statistically, most sales are not secured on the first interaction but after several engagements. This post delves into how persistence and strategic follow-ups can dramatically improve your closing rates.


In the competitive realm of sales, the difference between success and failure often hinges on effective follow-up. Research suggests that a significant number of sales professionals do not engage potential clients frequently enough to close deals. But how many contacts are truly necessary to finalise a sale? This post investigates the statistics and strategies around efficient sales follow-ups.

The Importance of Persistence in Sales

Frequency of Contact and Sales Success

Persistence is widely acknowledged as a critical factor in sales success. According to the National Sales Executive Association, up to 80% of sales are made between the fifth and twelfth contact. This statistic highlights a stark contrast with typical sales behaviour, where:

  • 48% of salespeople never follow up with a prospect after the initial contact.
  • 25% stop after a second contact.
  • Just 12% exceed three contacts.

The disparity in these approaches highlights the potential opportunities lost due to insufficient follow-up.

Why Multiple Contacts Are Crucial

Repeated interactions build trust and rapport, essential elements in the sales process. They enable salespeople to:

  • Deepen their understanding of the prospects’ needs and concerns.
  • Tailor communications and solutions more effectively.
  • Show commitment and reliability, thus enhancing the credibility of their company.

How Many Contacts Are Typically Required?

Variations Across Industries

The needed number of contacts can vary significantly depending on the industry. For example:

  • In B2B sectors, particularly where solutions are complex or high-value, more contacts are generally required.
  • In B2C or direct-to-consumer sales, particularly with lower-cost items, fewer contacts might suffice.

The Influence of Product Complexity

The complexity and price of the product or service significantly influence the number of necessary contacts:

  • High-value items and complex services often require more education and nurturing, typically necessitating more touchpoints.
  • Simpler, low-cost products might be purchased with fewer interactions, often driven by impulse or immediate need.

Effective Strategies for Sales Follow-Ups

Optimal Timing and Frequency

The timing and frequency of follow-ups are critical. Too many contacts too quickly can overwhelm a prospect, while too few can lead to a loss of interest. The challenge is to maintain a balance that keeps the conversation moving without becoming intrusive.

Utilising Multiple Communication Channels

Leveraging various communication channels can enhance the effectiveness of your follow-ups:

  • Email is suitable for sending detailed information and formal proposals.
  • Phone calls provide a personal touch and can quickly address concerns and solidify relationships.
  • Social media and messaging apps offer casual ways to stay connected and share pertinent content.

Personalisation and Value Addition

Each follow-up should provide new information, add value, or clarify previous discussions. Personalising communications to reflect the prospect’s specific needs and past interactions can significantly boost engagement and progress the sales process.


At PIXELFREAKS, we understand the critical role of effective follow-ups in closing sales. We can assist in setting up the right CRM system that allows you to track your leads in a pipeline, making it easier to follow up with them effectively. Our solutions ensure that each follow-up is timely, coordinated, and tailored to individual prospects, enhancing your ability to close deals efficiently.


The number of contacts needed to close a deal varies by industry, product complexity, and individual prospect circumstances. However, the overarching trend is clear: successful sales efforts require persistence. Following up between five to twelve times may seem daunting, but with strategic planning focused on relationship building and providing value, it becomes a feasible and effective sales approach. Remember, each interaction is an opportunity to demonstrate value and build trust, crucial for securing deals.

By understanding and applying these insights, and with the right tools from PIXELFREAKS, sales professionals can significantly improve their success rates, turning potential leads into loyal customers.

Enjoy reading?

If you want our team at PIXELFREAKS to help you get more traffic, just book a Meeting.

more insights

How to Use Google Ads Days to Conversion Report

The Google Ads Days to Conversion report reveals the time between a click and conversion, providing insights into user behavior. This report helps in optimizing campaigns, planning promotions, and setting realistic expectations for stakeholders by understanding conversion timelines.

Read more >

Nothing beats experience

How we help businesses grow

Our knowledge shared with you

Our team and philosophy

Let’s get in touch

Support | Documents

Free website audit

Chat with us

Free consultation

United Kingdom


We Speak: English & German