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The Ketchup Effect in Prospecting

Updated: 6 days ago


Dear Readers,


Successful sales efforts often don’t come from one massive act. Instead, it’s the continuous, small actions—like drops of ketchup from a bottle—that eventually create powerful ripples. In this newsletter, I introduce the concept of the “ketchup effect” in prospecting and explain why the old model of “100 calls, 10 meetings, 1 sale” no longer holds true in today’s market, as customers are inundated with sales contacts.


Ill share advice for sellers and managers.



What Is the Ketchup Effect in Prospecting?



Imagine squeezing ketchup out of a bottle. Initially, it drips out slowly, but soon enough, a steady flow builds up that can cover an entire plate. Similarly, small, consistent actions—whether through phone calls, emails, texts, or social media interactions—can accumulate over time into substantial business opportunities and rewarding collaborations.





The Changing Landscape of Sales



The traditional sales math—making 100 calls to secure 10 meetings that eventually lead to one sale—seems less effective these days. In today’s environment, prospects are overwhelmed with a barrage of sales approaches. This oversaturation means that many potential customers simply ignore yet another sales call or email.


Instead of trying to break through the noise by sheer volume, the focus must shift to being visible, genuine, and persistent. In other words, embracing the ketchup effect: a series of small, targeted efforts that, over time, create the opportunity for the right person to notice you and reach out.





The Example with Olof



A prime example of this effect in action comes from Olof, one of my coaching clients.


He explained:


“None of the people I contacted got back to me. But suddenly I got, over a period of a few days , several incoming leads!


One potential customer wrote on LinkedIn: “Hi Olof, we worked together a few years ago - And I liked your sharp mind - Are you busy or open for an assignment?”

Another went: “Hi Olof - Your name popped up on LinkedIn and I got curious how you could help us”


Imagine Olof went happy☺️☺️☺️


Olof said to me “it’s like when you throw a stone into water—ripples form, and some of them have actually led to really great business opportunities.”


The Ketchup-effect of MEDDICC prospecting
The Ketchup-effect of MEDDICC prospecting

Olof’s story perfectly illustrates that even when the initial response is low, consistent and broad prospecting eventually positions you to be discovered by the right prospects. By staying active and present in the channels where your customers gather, you continually place yourself in their sights, ready for the moment when they’re looking for assistance.





Simplicity Wins



My own experience confirms that simplicity is often the key to success. Here’s an example of an effective and straightforward introductory message:


“Hi, this is Jens Edgren from MEDDICC. It seems sales is within your area of responsibility. Would you be opposed to a brief call?”


This message is direct, personal, and free from an overbearing sales pitch—a method that frequently yields an honest and positive response from the recipient.


Tips for managers who wants to use MEDDICC in prospecting

The ketchup-effect can be applied to management too. Instead of trying to find the magic metric for the ratio of customer calls to orders - simply select your ideal custom,er profiles (ICP) and set a volum,e target.


Here is an example of a consultant company who lost a few major contracts. Unfortunatly they represented 55% of the business. On top of that the sales director got a new boss. He had a pretty good idea he would get fired within a few days. "No worries", said the new CEO, "Just give me 1000 customer calls over the next 12 months". So he and everybody else strarted to call on customers as crazy. The sheer volume of calls made a huge difference and way before they could cloch in the 1000 customer meetings they had sold more assignments than they had lost - and the best part? They broaden their ICP and entered 2 new markets that are growing with the rate of 20% per year!




Tips for Maintaining Your Prospecting Efforts



  1. Set Aside Time Daily: Dedicate 15–20 minutes each day to reach out to potential customers.


  2. Mix Up Your Channels: Use phone calls, emails, texts, and social media. Experiment to see which methods yield the best responses from your target audience.


  3. Choose Optimal Times: Try calling in the morning—before the day’s meetings begin—to reach top executives, or a little later to engage mid-level managers as their workday starts.


  4. Keep It Simple and Genuine: A personal touch with a simple request is often far more effective than a complicated, high-pressure strategy.






Final Thoughts



The ketchup effect teaches us that relying solely on big, sporadic bursts of effort isn’t enough in today’s oversaturated market. Instead, it’s the consistent, persistent prospecting—this small, relentless dedication—that eventually opens the door to unexpected opportunities. Whether it’s Olof’s experience or my own insights, the message is clear: by dedicating just 15–20 minutes a day to genuine outreach, you build both visibility and trust among potential customers.


So, grab your contact list, draft that quick email, or send text with a smile—and let the ketchup effect work its magic!


Have a fantastic and productive week!


Best regards,

Jens, Edgren, and Friends

Get the book “The New MEDDICC sell more, faster” herehttps://www.meddicc.se/category/bok-forsaljning



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