Don’t give up too soon
The first time reaching out to a new prospect is exciting. The second time is a little less exciting. By the time you get to your third, fourth or fifth follow-up on the same lead, almost all of the novelty of the opportunity has faded...which is why many sales reps never make it that far.
Source: Marketing executive Nick Hedges
It's an understandable instinct. No one wants to expend energy working on a lead that doesn't seem to be leading into anything. But studies have shown that the optimal number of follow-up attempts to convert a lead is actually six.
By giving up too early, reps pass up a valuable opportunity to win new business.