Prospecting in Sales: Definition, Strategies & Tips for Sales Reps

What is Sales Prospecting?
What Are the Benefits of Sales Prospecting?
Sales Prospecting: Getting Started
Sales Prospecting Tips

Sales prospecting, the first step in the sales cycle, is a strategic process of identifying and connecting with potential buyers known as prospects. The goal is for a sales rep to develop a database of qualified leads to reach out to, with the aim of entering them into a sales funnel and eventually converting them into revenue-generating buyers.

There are many sales prospecting techniques, including cold calling, direct mail, attending networking events, and connecting on platforms like LinkedIn. Just like sifting through a minefield for gold is no easy feat, sales prospecting can be a difficult process if you don’t know where to start.

As the sales process continues to evolve and conversations grow even more buyer-focused, sales reps have developed effective methods to navigate the sales pipeline. Having a good sales prospecting process makes it much easier to develop effective frameworks that can be used repeatedly—with a higher chance of closing the deal with your prospects.

illustration showing increasing revenue and ROI

illustration os a person using a chat app on a laptop to communicate

Before platforms like LinkedIn and tools like LinkedIn Sales Navigator existed, cold calling was a go-to method of connecting with a high volume of potential customers to begin building relationships. Modern technology allows sales reps to take a more personalized approach—and today’s customer practically demands it.

There are plenty of ways to begin prospecting, and each will vary in effectiveness depending on your audience, the environment, and what you’re selling. Since people tend to be more selective of who they give their time to, it’s important to stick to the first step of any sales prospecting journey: Knowing your audience.

The best way to begin is by doing your research.

This can mean everything from scouring the company’s website, reaching out on LinkedIn and other social media sites, and even some good old-fashioned calls or emails. After utilizing tools like LinkedIn Sales Navigator to narrow down your list of prospects, ask yourself: what is their background; how do they fit into the company; and how does your opportunity align with their business goals?

Make note of the company's mission and value statement to see how your product or service can benefit their business. Social media sites can give you a lens into your prospect’s interests and hobbies outside of work, which makes connecting with them even easier. Larger companies will have public investor reports with invaluable information, while small-to-medium companies typically announce their latest endeavors through press releases. You can even stay up-to-date on your prospect’s business ventures by setting up Google alerts.

Once you’ve gotten to know your prospects better, warm up your calls or emails by sharing how you came across them, and leverage any free resources or trial offers to increase your chance of getting a response.

This front-end legwork can help ensure that when your prospect becomes a sales lead, you know what points to hit in your sales pitch and that you’ve connected with the right person.

Let’s say you connect with the owner of a brand-new bakery that you can offer flour to at wholesale prices. You’re more likely to have a better chance at making that sale than if you connected with a restaurant owner who specializes in gluten-free breads. Since they’re likely pricing different suppliers and talking with a myriad of salespeople, it’s important to stand out.

A customer of this caliber is likely to be considered a high-value prospect and warrants as many as five touch points every other business day. This is because the sooner you can establish a relationship with this prospect and position yourself as a knowledgeable, go-to person for any questions, the sooner you can make them a customer. Use tools like LinkedIn Sales Navigator to keep track of your prospects and touchpoints so you never miss an opportunity.

Use your best judgment.

Prioritize your time based on not only who’s most likely to become a customer, but also who you have an easy rapport with.
Customization is key.

Create a personalized pitch for each prospect by scoping out their interests and other characteristics to weave into your initial message. They’re far more likely to become a customer if they feel like they know you.
Help, don’t sell.

Your product or service exists to make your customer’s life easier, so tell them how. Take care in explaining your offer, its value, how your opportunity is aligned with their business goals, and why your offer is the best one.