How Many Calls Do I Need to Make?

I often get emails from subscribers to this newsletter asking me very relevant questions. That’s often where I get ideas for these articles. (Keep your questions coming!)Here is a question from a subscriber who asks:

Wendy, do you have any cold calling metrics? We would like to know how many cold calls a sales representative should make per day?

This is a great question – and a relevant question. The answer will vary depending on the experience level of the sales representative, the product or service being sold and of course, the market. This is not a one-size-fits-all answer.

This is where I usually start: with the 80/20 Rule. A new sales representative just starting out who does not have a book of business should spend about 80% of their time looking for new business. If they do that for 3 to 4 months, at the end of that time they should have developed a pipeline of qualified opportunities. At that point, the equation flips and they should only need to spend 20% of their time looking for new business. The challenge is of course, that many new sales representatives do not put in the time to build their pipeline and so they never reach this point.

If your process starts with an appointment, the metrics that you would want to track when prospecting are: Dials (how many times did you dial the telephone), Conversations (with a decision-maker) and Appointments. If you are not setting appointments, but instead your process happens entirely over the telephone track Dials, Conversations and Opportunities. You do, however, need to be using some type of software to track these numbers.


As I know that many of you may email asking what I recommend to track your calls I’ve decided to make my Rolodex of all the resources that I use and recommend, available to all of my subscribers. The Queen’s Rolodex will give you not only my recommended resources to track your calls but resources for just about everything else. The value? Priceless. Yours, free. Click here.

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