Just recently, we were able to help one of our customers close a new client. We had been working this particular prospect with multiple meetings, calls, and demos since February 2023. This was definitely not a quick win—taking over 3 years from start to close—but I want to emphasize here just how long the B2B sales process can take, and the value of being persistent and not giving up the chase.

The Miss and Why

Where I see many companies miss wins is simple. It is not understanding the timeline required for successful B2B sales efforts to reap rewards. Everyone is looking for a quick win, some sort of quick turnaround, and holds the belief that their product or service is unique enough that prospects will just buy it as soon as they learn about it. What time and wisdom tell us is that while that may happen in very rare situations, in most cases, the B2B sales process takes 6 to 18 months.

So, why does it take 6 to 18 months or longer? Because you aren’t selling to a single person. Modern B2B buying decisions involve an average of 6 to 10 stakeholders. You have to convince the end-user, the department head, the procurement team, and the CFO. On top of that, budget cycles, shifting internal priorities, and simple “change fatigue” cause natural delays. Your persistence is what keeps your solution relevant while they navigate their internal red tape.

Keep Trying

For account-based sales efforts where you have a limited set of targets that you know match your ideal customer profile, don’t ever give up. A cadence of 3 emails is not enough. You need to be making 8 to 13 touches—calls and emails—to gauge interest. Even then, if there is no response, take a break for a quarter and then start again.

Remember, when a target goes dark after 10 touches, it’s rarely because they hate your product. More often, it’s just bad timing. They might be in the middle of a software migration, a fiscal year-end, or a corporate restructuring. By stepping back for a quarter and re-engaging later, you respect their space while positioning yourself perfectly for when their priorities shift and a new budget cycle opens.

Change It Up with a Call

Just sending emails or LinkedIn messages garners very low response rates. Since everyone’s inbox is flooded, use phone calls as your pattern interrupt. Another idea could be to try a personalized video message or a piece of physical mail (like a book or a printed report) sent directly to their office before a scheduled call.

Mix Up the Value (Don’t just “check in”)

Try to offer something new with your touchpoints. If email #2 was a case study, make email #4 an invite to a webinar, and call #6 a comment on a recent industry trend affecting their business.

Multi-Threading is Non-Negotiable

In account-based sales, persistence shouldn’t be focused on just one person. If the VP of Operations isn’t replying to your calls, try the Director of Supply Chain. Mapping the account and spreading your 8 to 13 touches across 3 or 4 stakeholders increases your chances of a breakthrough.

The overall message here is that to be successful in account-based sales, you need to be persistent and be in it for the long game.

If you’d like support in maximizing your sales efforts feel free to contact me through VA Partners.

Contact us now and start turning more prospects into customers!