What is call frequency?
Call frequency is how often a sales rep visits, or otherwise contacts, a given account in a set period, such as every week, every two weeks or once a month, and it is usually set per account tier. In field sales a call means a visit; in telesales it means a remote contact, so state which one a plan counts. The opportunity is giving prospects their own slots, filled with the right doors.
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The formula
Call frequency = calls to an account / number of periods
At plan level: calls needed per month = sum over tiers of (accounts in the tier x calls per account per month), compared with capacity = selling days per month x calls per day.
Usage varies. Some teams count only in-person visits, some count every contact including remote ones, and some express frequency as a cycle, such as an A account seen once every two weeks. Whichever you use, apply it the same way to every rep, or the numbers will not compare.
Worked example
One rep's call plan in one city:
| Tier | Accounts | Frequency | Visits per month |
|---|---|---|---|
| A | 30 | Every two weeks | 60 |
| B | 50 | Monthly | 50 |
| C | 60 | Every three months | 20 |
| Prospects | 20 | Once | 20 |
| Total | 160 | 150 |
The rep has 16 selling days at 10 calls a day: a capacity of 160. The plan fits with 10 calls to spare, which go to extra high-fit prospects. Had the manager put B accounts on a two-week cycle, the plan would need 200 visits, and something would quietly drop, usually the prospects.
Call frequency vs call rate vs strike rate
Call frequency is how often each account is visited. Call rate usually means how many calls a rep makes per day, though some teams use it for frequency, so check. Strike rate is the share of calls that end in an order or a sale.
Raising call frequency on an account with a low strike rate adds cost, not sales. The better question is which accounts gain from more frequent visits: high-volume outlets, outlets with a new listing to protect, and competitive venues where another brand's rep visits often.
Setting the right frequency
Base frequency on value and need, not habit. Tier accounts by volume and potential (see outlet tiering), set a frequency per tier and review it against results. Remote contact can carry routine reorders for low tiers, freeing visits for growth. Prospects need their own slots in the plan, or they never get visited.
Dashmote helps on the prospect side: it shows the outlets in the territory that are not yet in your CRM, scored on fit, so the slots set aside for new business go to the most likely doors. See sales territory planning.
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Frequently asked questions
What is a good call frequency for on-trade accounts?
There is no single standard; common practice is every one to two weeks for top accounts, monthly for mid-tier and every one to three months for small accounts, adjusted for volume, competition and how often the outlet orders.
How do you calculate call frequency?
Divide the number of calls made to an account by the number of periods: 12 visits in 6 months is a call frequency of two per month, about one visit every two weeks.
Does call frequency include remote contacts?
It depends on the company. Some plans count only in-person visits, others include remote calls, video meetings and messages. Keep the definition fixed so reps and periods can be compared.
What happens if call frequency is too high?
Reps spend time on accounts that would order anyway, prospects lose their slots and cost to serve rises without extra sales. Too low, and competitors fill the gap.
How does call frequency relate to drop size?
More frequent visits or deliveries usually mean smaller orders each time. Distributors balance the two so that each call or each drop earns its cost.