The customer's potential, turnover, assortment of products, the limiting factor, time and the customer's expectations determine the calling frequency. The determination of the calling frequency requires a maximum level of objectivity in order to satisfy the commercial requirements. The number of calls per day and their quality need to correspond.

Frequency
- General objectives of the calling rhythm

The company sales management decides on the visiting strategy and, resulting from this decision, the frequency of the calls. The situation and objectives of an enterprise determine its strategy. The following examples help to explain this statement:

Example # 1

An enterprise has recently opened a branch office in a new district. It is still hardly known among customers. In this situation the sales management is concerned about a rapid increase in public awareness. A conscious focus is placed on increasing the calling frequency by increasing the number of calls per day. The sales management's assessment is based on the assumption that more frequent visits will quickly heighten the level of awareness.

Example # 2

The company is well known and has a good reputation among customers. However, for some time now there has been a marked decline in sales with some regular customers. Following a market analysis the sales management discovered that their sales were absorbed by a direct distributor. Since the regular A-customers are visited in a 14 day rhythm, an intensivation of calls is recommended for this important group of customers. In order to fend off the competitor, an analysis of his strengths and weaknesses has to be carried out and creative counter-actions defined on its basis. These will be introduced to customers in intensive discussions by using a positive benefit argumentation. A reduction of the number of calls per day will be consciously accepted to enhance the call intensity which will also mean the lowering of the calling frequency for B and C customers. In order to make these customers toe the line, the lowering of the call rhythm will be compensated by telephone calls by internal sales department staff.

Example # 3

The company has introduced a new distribution system. Customers receive floor stock items in consignment and account for their consumption on a specific day of the month. Longer visiting hours are required for those customers during the introductory phase of the new consignment system. The number of calls per tour will be reduced in proportion to the number of consignment customers. However, the calling frequency has to be extended. In such a case, the marketing manager has to consider in conjunction with controlling from which number of consignment customers salesman drivers should take over the accounting and delivery of the stores.

The previous presentation shows that the quantity of calls can be reduced at the expense of their quality. In the production retail trade a call number of 8 to 10 has proven useful.

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