2.7x More Meetings Through Science, Not Luck (prospecting in 2025)
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Cold calling is hard, but you don’t need to make it harder! That’s why I’ve researched and gathered some of the most effective cold call openers in a free cheat sheet.
Top Performers Generate 2.7x More Meetings
Let that sink in for a minute. If you are like me you are asking, why?
In today's crowded marketplace, breaking through to potential buyers has never been more challenging. But contrary to what you might have heard, buyers want to hear from sellers, and they want to hear from you early in their buying process.
A manager told me that after a change in a company’s leadership, the purchase of new tools or software influenced by that leader increases dramatically.
They often try to make a splash and shake things up to hit goals or solve existing issues.
Let's examine what truly works in prospecting, based on a study by the RAIN Group’s research of 488 buyers and 489 sellers who actively prospect.
Buyers Are More Receptive Than You Think
The data might surprise you:
82% of buyers accept meetings with sellers who reach out
71% want to hear from sellers at the earliest part of their buying process
43% of buyers say it's acceptable for sellers to try contacting them 5+ times
However, there's a disconnect, 58% of sales meetings are not valuable to buyers.
The WAVE Formula
Top performers in sales prospecting generate 52 conversions per 100 targets—2.7x more than average performers. Their secret lies in four key areas:
W - Winner's Mindset
Top performers actually enjoy prospecting—73% enjoy the time they spend prospecting, compared to just 49% of others.
This mindset difference is fundamental.
A - Attraction Campaigns
The phone remains essential. Three of the top five most effective outreach methods involve telephone calls. While buyers prefer email first (80%), phone calls remain highly effective (78% buyer preference).
V - Value
Content that influences buyers most:
Primary research relevant to their business (69%)
Descriptions of your capabilities (67%)
Content 100% customized to their situation (67%)
For C-level executives, customized content and ROI cases are particularly influential.
E - Execution
Top performers use systematic approaches to prospecting rather than ad hoc methods. They're less likely to procrastinate (34% vs. 53%) and find it easier to get into "prospecting mode."
The LinkedIn Factor
82% of buyers look up providers on LinkedIn before replying to outreach. Not surprising at all!
Your profile isn't just digital real estate, it's your first impression.
How Many Touches? It varies.
While top performers connect faster (42% connect within 2-3 touches vs. 24% for others), persistence remains critical.
On average, top performers need 5 touches to generate conversions, while others need 8.
Want both meetings and closed deals?
Focus on delivering value from the very first touchpoint. When buyers see you as valuable, you'll get more initial meetings and convert more into wins.
source: rainsalestraining.com
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Until next time,
Tajh
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Whenever you're ready, here are some ways I can help you:
Cold Calling 101 Masterclass: The course provides actionable tools, frameworks, and resources to help new sales professionals cold call more confidently and effectively. You will learn basic skills to perform cold calls effectively, increase talk time, close deals faster, and book more meetings.
1:1 Consultation: Live video consultation & get personalized advice. Ask your questions or we can discuss what you’d like in detail.