There is no such thing as a 100% close rate.

Now that we have that out of the way, let’s dig a little deeper. It takes time for the right person to get your message at the right time. With database marketing, we’re not worrying about the initial close rate, or even the initial proposal rate. What we’re focused on is learning from the sales and marketing effort to the 100 initial suspects. Your best future source of business is going to come from people familiar with your company and offerings. Do you ever hear a prospect say, “I was just thinking about this,” when you call? If you’re outreach is consistent over time and if your database marketing game is strong, you will.