“If a salesperson hasn’t spoken to a prospect in 3 weeks, then it’s clearly not a real opportunity!”
I hear this far too often from leaders who’ve never carried a quota. On the surface, I understand why it might make sense to them—regular contact means consistent progress, right? Wrong.
The reality is that the sales journey is far from linear, and it certainly doesn’t follow a predictable, constant cadence. Sales often ebb and flow in intensity, and believing that frequent touchpoints are required to validate an opportunity overlooks the nuances of how businesses—and people—actually buy.
The Sales Journey Isn’t Linear
In sales, there’s a mistaken assumption that if you’re not constantly engaging with a prospect, you’re losing momentum or the deal is slipping away. But buying cycles aren’t predictable like clockwork. Prospects aren’t sitting around waiting for your call or email every two weeks.
Instead, buyers often need time to align internally—building a business case, gathering feedback, preparing a project team, or simply waiting for budget approvals. This can take weeks, if not months, during which time they may not need anything from you. But that doesn’t mean the opportunity has disappeared.
It’s Not Just Businesses—We All Buy This Way
The non-linear sales process isn’t unique to the B2B world. It’s how people make big purchases in everyday life.
Think about the last time you bought a car. You likely didn’t walk into the dealership, browse for 15 minutes, and then drive away with a brand-new vehicle the same day. Instead, you probably did a bit of browsing, went home, researched online, thought about your needs and budget, and maybe even discussed your options with family or friends.
The process took time. You weren’t ready to engage with the salesperson at every step of the way, and that’s completely normal.
How Would You Feel If You Were Chased Constantly?
Now, imagine that car dealership decided to call you every two weeks just to check in—because their sales manager insisted that anything less frequent meant you weren’t serious about buying. How would that make you feel?
You’d likely get annoyed and tell them to back off. You’re doing your due diligence, aligning your finances, and weighing your options. You don’t need to be hassled every few weeks to prove you’re still interested.
So why do so many SaaS businesses operate under the misguided belief that a bi-weekly check-in is necessary for every “real” opportunity?
What’s Actually Happening During the Quiet Periods?
The reality is that when prospects go quiet, they’re not ghosting you—they’re usually working behind the scenes. They might be:
- Building a business case internally
- Gathering feedback from other stakeholders
- Aligning budget approvals
- Mapping out an implementation plan
- Preparing their team for the potential purchase
This work takes time, and it’s often something they need to handle independently, without constant interference from a salesperson. Pressuring them with frequent, unnecessary check-ins can actually hurt your chances of closing the deal by making the buyer feel rushed or harassed.
What Should You Do Instead?
Instead of sticking to a rigid bi-weekly contact rule, it’s important to be more strategic and empathetic. Here’s how you can better manage the ebb and flow of the sales process:
1. Understand the Buying Process
Take the time to truly understand where your prospect is in their buying journey. Ask questions about their internal processes, decision-making timelines, and potential blockers. This will help you set realistic expectations about when you should re-engage.
2. Provide Value During Quiet Periods
When prospects go quiet, don’t panic. Use this time to provide value without being pushy. Send relevant case studies, industry insights, or updates that can help them move forward in their decision-making process—without feeling like you’re pressuring them.
3. Agree on Next Steps
At the end of each conversation, agree on the next step with your prospect. It could be a follow-up call in a few weeks or a check-in once they’ve made progress on internal discussions. Having clear next steps reduces the need for random check-ins and ensures both sides are aligned.
4. Respect Their Timeline
Not all buyers move at the same speed, and that’s okay. Some deals will progress quickly, while others will take time. Respect your prospect’s timeline and let them move at their own pace. Your job is to support them when they need it, not to pressure them into speeding up their process.
Conclusion: The Real Danger of Pushing Too Hard
The idea that a deal isn’t real if you haven’t spoken to the prospect in three weeks is not just wrong—it’s damaging. By pushing for constant engagement, you risk annoying your prospect, eroding trust, and ultimately losing the deal.
Instead, focus on understanding the natural ebbs and flows of the buying journey. Build a relationship based on trust and value, not relentless check-ins. And remember, sometimes the best thing you can do as a salesperson is to give your prospect the time and space they need to make the right decision.
