Why Salespeople Don’t Prospect

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“It wasn’t as bad as I thought it would be once I knew what to do.”

This is a real quote from a participant in a recent NZQA sales certificate workshop we are facilitating. What inspired the sentiment? Learning how to prospect.

Sales prospecting refers to the process of seeking leads, which are people or clients that lead to sales. This can be done using a variety of methods: emails, phone calls, social media connections, in person meetings. Prospecting doesn’t just involve unearthing new clients, but it can also mean re-establishing connections with old leads.The benefits of sales prospecting are apparent, yet many companies have yet to hire individuals specifically for this position.A good sales prospector is able to supply his/her company with a reliable, consistent flow of new leads and clients. As a result, higher-ranking employees are able to focus on account development instead of salesmanship, which drives the institution forward. Many times, these folks can seal the deal begun by the sales prospector.

Sales prospecting may seem like an unfamiliar term, but almost everyone who works in sales probably understands the meaning. It’s common for people in sales to be required to seek at least some new business. The tricky part is that a lot of salespeople just don’t like it or don’t know how to approach it. Reaching out to potential clients can be stressful and comes with a certain amount of pressure. However, it’s often the most challenging aspects of a job that are the most rewarding. A salesperson who is good at prospecting will never be out of a job.

So what’s the good news for salespeople and their managers? Effective prospecting is trainable!

Prospecting is a process that, done consistently, provides results. Here are 10 guidelines:

  1. Define the target market: It’s difficult to sell a product/service to an unidentified audience.
  2. Develop a list of prospects: Organisation is key; keep a neat list, and be timely with responses.
  3. Set time aside to prospect regularly and consistently: Prospecting should become a standard part of the job; schedule it into your day.
  4. Know clearly what you offer of value to your prospective customers: The client will sense it if you are not an expert in your field.
  5. Qualify your prospects: Discount them if they are not right for your business or you for them. Not every prospect will become a paying customer. Ask plenty of questions to gauge their suitability.
  6. Develop a prospecting call template that works for your target market: This may involve some trial & error. With time, you’ll see what works.
  7. Track and record all prospecting activity, ideally in a CRM system: Without tracking progress, it will be much harder to study which methods worked well.
  8. Stick to the cycle – new prospect calls and follow up calls: Punctuality is professional and keeps you on the client’s mind.
  9. Ensure salespeople are allocated the time to prospect regularly: As a manager, it’s your job to equip your employees with the necessary tools. One of them is time.
  10. Celebrate successes! Putting in the work and learning best practices is a big achievement; celebrate!