Answer extracted from The Athena Rebels Podcast — listen to the full episode below.
How long does it typically take to close a deal, and why is consistent follow-up critical?
Only 2% of sales happen on the first or second contact—most deals close between the fifth and twelfth interaction. Most salespeople give up far too early, which is why persistence and value-driven engagement at every touchpoint are essential. In complex B2B markets like IT services, a single deal can take over three years to close when customers have existing commitments or long buying cycles.
The gap between expectation and reality in sales is stark. Many salespeople expect quick wins, but the data tells a different story. As Lamara Thorne explains in The Athena Rebels Podcast, the real work begins after the initial meeting—not before it.
The Follow-Up Survival Rule: Persistence Over Pressure
The problem is not time; it is abandonment. Most salespeople stop reaching out after two or three attempts, precisely when the actual buying conversation is just beginning to warm. This early surrender is the primary reason deals fall through—not because prospects lack interest, but because the salesperson lacks patience.
Value-driven follow-up means each touchpoint must move the conversation forward or reinforce genuine relevance to the prospect. This is not about pestering; it is about strategic presence. When a prospect has a long evaluation cycle or competing priorities from existing vendors, your willingness to stay engaged becomes a competitive advantage in itself.
"It's about how do you become a chameleon without losing your authenticity."
Lamara Thorne — Strategic Consultant at Pax8 Academy. With 15 to 18 years of sales experience spanning support and strategic roles, Thorne has built her reputation on understanding the psychology behind buyer behavior and the skill of genuine, adaptive communication. She mentors teams across the Pax8 Academy on mastering sales as a disciplined craft.
This principle applies directly to deal cycles. When you adapt your approach—your tone, your message, your timing—to each prospect's readiness without compromising your own integrity, you sustain engagement across months or even years. A deal that takes three years is not a failure; it is a reflection of market reality in industries like managed services and IT infrastructure, where budgets are locked and vendor relationships run deep.
The real discovery moment often arrives at the fifth, eighth, or eleventh contact—not the first. At those moments, circumstances may have shifted. A competitor contract may have expired, a new problem may have emerged, or budget may have freed up. Only salespeople still present will see that opening. Discover more about how to diagnose these hidden buying triggers in the full episode conversation.
See also
What is the importance of addressing root causes rather than surface-level challenges in sales?
Deeply rooted challenges are normally what is most compelling in a sale, whereas surface-level issues are never the actual problem. When you start unpicking the real pain points, you unlock the genuine drivers of the deal.
How should salespeople adapt their communication style to different personality types?
Sales is fundamentally about psychology and understanding people. The key is to become a chameleon without losing your authenticity. Adapting your approach to each prospect's personality type builds trust and resonance.
What is the typical conversion rate in IT sales and how should sales teams establish realistic goals?
In IT sales, conversion rates typically sit between 30 to 50 percent for every ten prospects. To set realistic goals, you need to understand the business dynamics and the actual probability of closing deals given your market and buyer maturity.