Prospecting

Prospecting is the process of identifying potential customers for a product or service. It is one of the foundational steps of the sales cycle and is designed to create a pipeline of prospects that can be nurtured and converted into paying customers. This is important because, when done right, it regularly replenishes the sales pipeline and ensures a continuous flow of opportunities that can be developed into sales.

The prospecting process can vary between different sales teams and take many forms, including cold calling, email outreach, social media engagement, and utilizing referrals. Generally speaking, all prospecting processes will involve researching and reaching out to potential leads with the goal of quantifying their interest and whether they’re the right fit for a product or service. 

Prospecting is closely tied to sales cadence and is almost always part of a larger process combining lead generation, research, relationship building, social media, and 1-on-1 engagement.

Sales Prospecting for B2B Sales: