It’s a numbers game, but the winning formula depends on your approach, audience, and goals. For a recent campaign, we aimed to send 100 targeted emails per week.
Over six weeks, we closed four deals and secured four more promising leads. Not bad – but not exceptional, either.
Some salespeople achieve better results with fewer contacts, while others need a larger pool to reach their targets. A Quora contributor shared their experience from five years ago, saying:
On average, if I made ten phone calls, I would reach seven people, set 3 appointments, and close one sale. I used this formula to consistently hit my weekly sales goals by making four sales from 15 appointments.
Is that still relevant today? Absolutely. The principles – setting clear goals, refining your outreach strategy, and using referrals to ease the process – remain timeless.
In this article, we’ll explore:
- How to find your contact-to-sale ratio.
- Modern strategies for improving your conversion rates.
- Whether you’re better off chasing volume or focusing on quality.
Let’s get into the data, the strategies, and the stories behind making the numbers work in your favor.
How to calculate your contact-to-sale ratio
Your contact-to-sale ratio is the foundation of your outreach strategy. Without it, you’re guessing – and guessing doesn’t close deals.
Here’s how to calculate it and make the most of your efforts:
Track your activity
Start by keeping tabs on every outreach effort. Whether it’s cold calls, emails, or LinkedIn messages, record:
- How many people have you reached out to?
- How many responded?
- How many conversations have you initiated?
- How many deals have you closed?
Analyze the Numbers
Divide the total number of contacts by the sales made to find your ratio. For example, if you contact 50 people and close two deals, your ratio is 25:1 (25 contacts for every sale).
Adjust for channels and tactics
Not all methods perform equally. Your email success might look different from your LinkedIn outreach or cold calls.
Break down your ratio by channel to see where you’re performing best.
For a recent email outreach campaign, we sent 600 emails in total. The results?
- 60 responses (10% response rate).
- 12 meaningful conversations (20% of responses).
- Four deals closed (33% of conversations).
While the contact-to-sale ratio was 150:1, the leads generated were highly valuable.
We adjusted our strategy by focusing more on personalization in follow-ups, which improved response rates in subsequent campaigns.
Test, track, improve
Your initial ratio is a starting point. As you refine your targeting, messaging, and follow-up cadence, you should see improvements.
Use tools like CRMs to track your data and measure performance trends over time.
This process turns your sales funnel from guesswork into a predictable and scalable system — because knowing your numbers means knowing how to win.
Strategies to improve your contact-to-sale ratio
With the right tools and techniques, you can spend less time chasing dead ends and more time closing deals.
Use smarter prospecting tools
Tools like Wiza can change the game for lead generation.
By integrating directly with LinkedIn Sales Navigator, Wiza helps you extract and verify contact details like emails with minimal effort.
It’s fast, accurate, and ensures you’re targeting the right people without wasting time on invalid contacts.
- Wiza helped us pull 100 verified email addresses in under 30 minutes.
- The verification feature alone saved us from potentially damaging bounce rates and boosted our overall deliverability.
Make it personal (and meaningful)
Nobody likes a canned sales pitch, especially CEOs and decision-makers. Tailor every message to the recipient:
- Mention recent company news or achievements.
- Reference specific challenges they might be facing in their industry.
- Suggest how your product or service can solve those challenges.
It’s about making them feel seen, not just sold to.
We recorded individual Loom videos for each prospect, showing how we would help their website if given the opportunity.
The timing of your outreach can also make or break your efforts. Research shows that mornings – specifically between 9 – 11 am – are the best time to send emails or make calls.
People are more focused and less bogged down by the day’s noise.
Also, consider diversifying your outreach channels. Combine email with phone calls and LinkedIn messages to increase touchpoints and make it harder for prospects to ignore you.
Analyze, adapt, and repeat
Your outreach is only as good as the data behind it. Regularly review your metrics:
- Response rates.
- Conversion rates by channel.
- Number of touches per closed deal.
Use these insights to refine your approach, whether that’s improving your messaging, targeting better-fit leads, or experimenting with different outreach strategies.
Using targeting in your contact strategy
Your contact strategy is only as good as your ability to reach the right people. It’s tempting to cast a wide net, but without precise targeting, your efforts risk being wasted on prospects who will never convert.
Instead of focusing on quantity, hone in on quality by defining your ideal customer profile (ICP) and aligning your outreach to their needs.
A well-crafted ICP includes:
- Job title and role: Who makes the decisions?
- Industry and niche: What sectors benefit most from your solution?
- Pain points: What problems does your product or service solve for them?
- Buying behavior: Do they prioritize cost, speed, or long-term ROI?
By clearly defining these traits, you can focus your efforts on prospects with the highest potential value, saving time and increasing your success rate.
Tools like LinkedIn Sales Navigator, Apollo.io, and Wiza can help you narrow down your target audience. Here’s how:
- LinkedIn Sales Navigator: Filter by job title, industry, location, and company size to identify high-value leads. Use keywords to zero in on specific roles or responsibilities.
- Apollo.io: Create hyper-targeted lists using advanced filters like funding rounds or tech stack usage, giving you an edge over competitors.
- Wiza: Pull verified contact information from LinkedIn Sales Navigator profiles, ensuring your outreach list is accurate and ready to use.
Once you’ve defined your ICP and built a targeted list, tailor your outreach to their specific needs. For example:
- Small businesses: Highlight cost-saving features and ease of use.
- Mid-market companies: Emphasize scalability and support.
- Enterprise leads: Focus on ROI, security, and compliance.
When a prospect sees that you’ve done your homework, they’re more likely to engage.
Effective targeting reduces wasted effort. Instead of chasing leads that go nowhere, you’re speaking directly to decision-makers who are already primed to see value in your offer.
This doesn’t just save time – it increases your contact-to-sale ratio, making your entire strategy more efficient and profitable.
Why quality trumps quantity in outreach
When it comes to outreach, more isn’t always better. Sending hundreds of generic emails may feel productive, but it often results in wasted effort, lower response rates, and a tarnished sender reputation.
Quality outreach, on the other hand, focuses on connecting with the right people using personalized, value-driven messages. It’s not about how many you reach—it’s about how effectively you engage.
For example, instead of sending a blanket email, craft a message like:
Example to copy and paste:
Subject: We can have over 50+ years of experience
Hi [Name],
I noticed [Company] is growing rapidly, and with that, I’m sure you’re exploring ways to establish thought leadership in your space. Building a publication that drives traffic, generates leads, and strengthens your brand isn’t just an option — it’s a necessity.
Here’s the thing: while hiring an FTE can seem like the obvious move, they’ll need months of training to reach the level of expertise that delivers real impact. At ContactInfo, our team brings over 50 years of combined experience in crafting publications that not only perform but also dominate.
In that same timeframe, we’ll already be scaling your content, optimizing your strategy, and producing results that exceed expectations.
Would you be open to a quick chat to see how we can help you create a publication that stands out?
Looking forward to your thoughts.
Best regards,
[Your Name]
[Your Position]
ContactInfo
Our team focused on CEOs in the SaaS industry. Instead of emailing thousands of prospects, we used tools like Wiza and LinkedIn Sales Navigator to create a highly curated list of 200 contacts.
By crafting personalized emails that addressed their specific pain points, we saw:
- Response rates of over 40%.
- Eight booked meetings in two weeks.
- Three closed deals within the first month.
This wasn’t just luck – it was the result of a targeted approach that prioritized quality over quantity.
Quality outreach doesn’t just drive immediate results – it builds trust and credibility over time.
- We found that some prospects opened our email more than 15 times before replying.
- Prospects remember thoughtful, relevant interactions and are more likely to engage with your brand in the future.
By focusing on quality, you create relationships that lead to repeat business, referrals, and long-term growth.
How to scale your outreach without losing personalization
Scaling outreach often feels like a choice between quantity and quality. The good news? You don’t have to sacrifice one for the other.
With the right tools and strategies, you can reach more people while maintaining the personal touch that makes your outreach effective.
Start with segmentation
Divide your audience into smaller groups based on shared characteristics like industry, job title, location, or specific pain points.
This ensures your messages remain relevant without requiring you to draft each one from scratch.
For example, instead of sending one generic email to 500 prospects, create targeted segments like:
- CEOs in SaaS: Focus on growth and efficiency solutions.
- Mid-level managers in retail: Highlight cost-saving opportunities.
Use templates wisely
Templates can save time, but they shouldn’t feel robotic. Create flexible templates with placeholders for key personalization elements like the recipient’s name, company, recent achievements, or industry challenges.
Example to copy and paste:
Hi [Name],
I saw that [Company] recently [specific milestone or achievement].
We’ve helped similar businesses address [pain point] with [solution].
I’d love to explore how we can help you, too.
Automate with precision
Automation tools like Wiza, Apollo.io, or HubSpot can help you scale without losing the human element. These platforms allow you to:
- Pull accurate contact information and segment your list.
- Insert personalized details into emails automatically.
- Schedule follow-ups based on engagement, ensuring your outreach stays relevant.
Always ask a coworker to review the first draft of automated emails before sending them. A quick edit can make a huge difference in tone and relevance.
Scaling isn’t just about the tools
While tools are essential, the mindset matters just as much. Treat every email or call as an opportunity to build a real connection – not just a checkbox on your outreach list.
Scaling with personalization isn’t about shortcuts; it’s about smarter, more thoughtful processes that allow you to grow without losing touch.
When done right, scaling outreach can amplify your results while keeping your prospects engaged and impressed.
When to stop pursuing a lead
Every outreach effort takes time and energy, and sometimes, the best move is to cut your losses and focus elsewhere.
- If your emails, calls, or messages have gone unanswered after 3–4 thoughtful follow-ups, it might be time to step back.
- If a lead explicitly says they’re not interested, respect their decision. Persisting at this point can harm your reputation.
- If you discover that the lead doesn’t align with your ideal customer profile, continuing to chase them isn’t worth the effort.
- If the lead isn’t opening your emails, clicking links, or showing any sign of interest, they may not be a fit at this time.
Some may not be ready right now but could be open in the future. Add them to a nurture list and revisit them after a few months.
Use this time to send occasional updates or helpful content that keep your business top of mind without being intrusive.
Whether you’re chasing one CEO’s email or reaching out to hundreds of potential clients, the principles remain the same: thoughtful targeting, meaningful engagement, and smart use of tools.
Remember, outreach isn’t just about making contact – it’s about building connections.
Start refining your strategy today, and share your experiences in the comments. We’d love to hear what’s working for you!
Commonly asked questions
How many contacts does it take to get a sale?
It varies by industry and product, but on average, it takes around 10-12 quality contacts to close a sale. The key is targeting the right audience and delivering a compelling message to increase your success rate.
How many touches before you get a sale?
Studies show that it typically takes 5-7 touches to convert a lead into a sale. This can include emails, calls, social media interactions, or in-person meetings. Persistence pays off, but ensure each touch adds value to the prospect.
How many calls before a sale?
On average, it takes about 8-12 calls to close a sale, depending on the industry and lead quality. However, building rapport and understanding the prospect’s needs during these calls can significantly improve your chances.
How many visitors does it take to make a sale?
The conversion rate for website visitors varies widely, but a common benchmark is around 2-5% for most industries. This means you’d need 20-50 visitors to make one sale. Optimizing your site and content can improve these numbers.
