The New Rep should make at a minimum 15-20 Cold Calls per day. However with that said if after the 15-20 Cold Calls he has not gotten a good Lead then he has to keep going. Ultimately his success and your Businesses success depends on filling a Pipeline and filling it with good quality info. Remember that you're the new guy (Business) in town others have already built relationships. People buy on relationships. Have your new Rep discover pain that the Customer may be experiencing. i.e. ask about response times, downtime, quality of service. He needs to ask lots of good questions in an effort to gather info to fill your Data Base. i.e. Make & Model, Leased or Owned, Annual MA or CPC (MA Inclusive) type of Lease this helps for future follow up.
Any former Sales Rep can tell you there are some cold Calls he will be in and out of the Office in under 5 minutes then there are some that take a little time so figuring 5-6 Cold Calls and hour is not unreasonable. Have the Call info entered daily. There are ways to keep the Rep interested. i.e. incentives!!! as Art put Bonuses for additional calls, added incentives to hit basic Quota's.
You must also understand that the Sales Cycle is between 6-12 months so don't expect miracles to happen within the first 6 months. If you're using a Sales Program (Compass / Sherpa) this really helps with Notes, Creating Activities, Follow Up, Proposal Generation then there is EDA Data this is a UCC provider this too helps for Equipment coming off Lease or New Leases.
Moving into a New area you will need competitive resources...