It’s getting more and more difficult to reach out to customers over time. This could be explained by many reasons such as a fierce competition, lots of distractions and options for the prospects, and more.
Anyway, the stat calls you to be more persistent in your follow up efforts today, given that it has a lot more attempts than it did in the past.

This statistic indicates that timing is crucial in the follow-up process, as the chances of reaching a lead decreases significantly as time goes on. It implies that you should act quickly and follow up with leads as soon as possible. It means that you need to be responsive and available to customers – because waiting too long to follow up can decrease the chances of success.

This aligns with most stats about the buyer’s behavior and the follow up cadence. Persistence and consistency should be part of your follow-up mentality. That’s because it takes multiple interactions with a customer before a sale is made. So, always make sure you see it through with the prospects so you don’t give up one touch too soon.

Customers expect a certain level of follow-up on sales. And you should not give up too soon in your follow-up efforts. People in general, and especially interested prospects, expect a consistent follow-up and communication. So, they may not want you to give up on them too quickly. You need to understand those expectations and maintain a consistent follow-up approach, even if the customer does not make a purchase or answer right away. This will help build a long-term relationship with them and they are ready to buy, they will think of you.

You should not give up too soon when following up on sales, even if you do not receive a response after the first email. Sending multiple emails increases your chances of hearing back from the customer, and thus increasing the chances of making a sale. You can also refer to the user behavior stats and focus on the right follow-up balance (between 5 and 6 touches).

This statistic indicates that many salespeople are not following up with customers as much as they should and it can be detrimental to the sales process. Follow-up interactions are mandatory to address concerns or obiections our customer may have, and to make sure they are still interested in making a purchase while keeping the conversation on.

It can also be beneficial to have a moderate number of touches with your prospects. Too many touches can be overwhelming and may lead to the recipient unsubscribing, blocking your phone number or marking your emails as spam.
On the other hand, too few touches may not be enough to maintain the customer’s interest. Five or six touches is the perfect balance, it is enough to maintain contact and interest, but not too many to be seen as aggressive or annoying. Plus, other studies show that 95% of all converted leads are reached by the sixth call attempt.

Not all customers will be ready to purchase at the same time. It comes down to understanding the customer’s buying journey and working on your sales funnel accordingly because it means that
different customers will be at different stages of the buying process. So, before sending random follow-up emails, you might need to take the time to understand where the customer is in the buying journey and to tailor the follow-up accordingly.

High-growth organizations are making multiple attempts to reach out to their prospects and maintain a consistent level of communication over a relatively short period of time.
This can help increase sales likelihood and demonstrates that the company is interested in their business and is willing to put in the effort to maintain a relationship.
So, this statistic from ZoomInfo suggests that a high volume of touchpoints, or interactions with a prospect, can be beneficial for sales success. It’s basically a representation of a consistent and persistent follow-up approach.