B2B Rule of 45
James Obermayer of Sales Leakage Consulting offers the Rule of 45
to predict when a business-to-business sale will occur after a prospect makes an inquiry.
- Within 3 months, 10-15% of B2B prospects will buy someone’s product.
- Within 6 months, 26% will buy someone’s product.
- Within 12 months, 45% will buy someone’s product.
This simple rule emphasizes the importance of follow up to all inquiries. If a marketing campaign results in 100 inquiries, then on average, 45 sales will occur within 12 months. Since it is impossible to know which 45 out of the 100 will buy, then all 100 inquiries must be followed up until they either buy or decide not to buy.