Effective prospecting is a crucial part of the sales process, one that helps reps engage with the appropriate audience and get the ball rolling. A strong sales prospecting strategy can help teams narrow their focus, create better connections with buyers, and — ultimately — close more deals. But getting it right can sometimes feel like a confusing guessing game for sellers, who must often undergo a significant amount of trial and error in their prospecting efforts.
We've recently overhauled this guide to equip you with the latest intel to define your prospecting approach, top techniques from Outreach’s expert sales team, and how to learn and improve as you go. Whether you’re an SDR trying to improve your call-connect rate or an AE who’s self-sourcing your own opportunities, this guide is designed to:
- Decode the current state of sales prospecting
- Reveal how and why prospecting can make or break your sales career
- Uncover who really owns the prospecting process in winning organizations
- Equip you with actionable strategies to fill your pipeline with quality leads
But first, let’s get some definitions out of the way…
What is sales prospecting?
Sales prospecting is the process of identifying and connecting with leads who fit the profile of an ideal buyer. It’s often the first step in getting your business in front of prospective buyers. It’s also a collection of activities that demonstrate a proactive attitude and deep knowledge of their buyer’s pain points to generate a viable sales opportunity.
Why sales prospecting skills still matter in 2024
Your sales cycle depends heavily on the industry in which your business operates and your organization's size, objectives, challenges, and other unique qualities. Still, regardless of those factors, a strong sales prospecting process is vital to your team’s success.
Before your salespeople can actually begin selling your company’s products or services, they must first identify and contact potential buyers with the right level of interest, budget, pain points, and objectives. Prospecting helps them weed out the unqualified leads who might otherwise drain their limited time, like those who don’t have the power to make purchasing decisions or those whose problems can’t be solved by your business’s solutions.
What’s more, strong prospecting also helps sellers lay a strong foundation for better client relationships. If, from the onset, potential buyers see your team is proactive, engaging, and willing to put in the work, they’re more likely to connect with sellers on a personal level. This opens the door for reps to build a rapport that better sparks buyers’ interest and fosters more genuine, lasting relationships in the long run.
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Who's responsible for sales prospecting in an organization?
Sales prospecting isn't a one-person show. In most organizations, it's a collaborative effort involving multiple roles. Sales Development Representatives (SDRs) often lead the charge, focusing on initial outreach and qualification. They're the frontline prospectors, hunting for new opportunities and warming up leads. Account Executives (AEs) typically step in later, but they're not off the hook for prospecting. Many AEs, especially in smaller companies, actively seek out new business alongside managing existing accounts.
The exact mix of responsibilities can vary widely. In startups, you might see founders and C-suite executives rolling up their sleeves to prospect. Mid-sized companies often have dedicated SDR teams, while enterprise organizations might employ specialized researchers or use AI tools to support their prospecting efforts. Industry matters, too — in high-touch fields like consulting, senior partners often play a crucial role in identifying and nurturing new opportunities.
Outreach’s Sales 2024 survey of over 500 sales professionals reveals that, while many roles are responsible for generating pipeline, SDRs still carry most of that responsibility.
Recent market shifts have reshaped many sales organizations. With tightening budgets, some companies have scaled back their SDR teams, pushing more prospecting responsibilities onto AEs. This isn't just a cost-cutting measure — it's a strategic pivot. AEs are now expected to wear multiple hats, balancing account management with active pipeline creation. This shift demands a more holistic skill set from AEs, blending the persistence of an SDR with the strategic thinking of a closer. While challenging, this approach can lead to more seamless customer journeys and potentially stronger relationships from the outset.
Prospects vs. leads: Understanding key sales terms
While the two terms are often conflated, it’s important to note the difference between prospects and leads. Prospects are leads who have been identified as a good fit for your company, typically because they align with your ideal customer profile (ICP), and who are ready to be moved into your sales process.
On the other hand, leads fall into a much broader category of contacts. While they can come from various sources (e.g., referrals, lead lists, marketing, networking events, etc.), leads are basically anyone with whom sales has had contact. Leads do not become prospects until they’ve gathered enough information about them to determine that they’re interested in their product or service and that they fit the ideal buyer persona.
Lead generation, typically led by marketing, also differs from the prospecting process, which falls on the shoulders of sales teams. While lead generation relies on compelling content to attract interest from potential buyers, prospecting leans on thorough research and qualification.
Inbound vs. outbound prospecting: Strategies and best practices
There are two larger approaches under which most prospecting activities fall: inbound and outbound. With inbound prospecting, the sales team generally works with marketing to develop thoughtful content that inspires potential buyers to make the first move — either by visiting your website or reaching out to someone on the sales team.
Outbound prospecting, on the other hand, requires a bit more manual labor, with sellers taking the bull by the horns and reaching out to inform potential clients about their products and services. It usually includes cold calling and emailing, connecting on social media, or using paid media (ads) to reach the target audience.
Inbound prospecting techniques
Inbound prospecting is like setting up a powerful magnet for potential customers. It attracts leads who are already interested in solving problems your product addresses. The benefits are numerous: higher quality leads, cost-effectiveness over time, and the establishment of your brand as a thought leader. Leads generated through inbound methods often have a higher conversion rate because they're already engaged with your content.
However, inbound isn't without its challenges. It requires significant upfront investment in content creation and SEO optimization. Results can take time to materialize, which may test patience in fast-paced sales environments. Additionally, you're competing for attention in an increasingly crowded digital space, making it crucial to leverage real-time buying signals and produce high-quality, relevant content that stands out.
Outbound prospecting techniques
Outbound prospecting is the sales equivalent of casting a wide net. It allows for immediate action and quick results, making it ideal for new businesses or those entering new markets. With outbound techniques, you have more control over the volume of prospects you reach and can quickly test different messaging approaches.
The challenges of outbound prospecting are equally significant. It can be time-consuming and labor-intensive, often resulting in lower conversion rates compared to inbound methods. There's also the risk of coming across as intrusive or spammy if not executed thoughtfully. Successful outbound prospecting requires a delicate balance of persistence and respect for the prospect's time and preferences.
In practice, the most effective prospecting strategies often combine elements of both inbound and outbound approaches. This hybrid model allows sales teams to leverage the strengths of each method while mitigating their respective weaknesses. The key is to continually analyze results, refine your approach, and align your prospecting mix with your target audience's preferences and behaviors.
Sales prospecting process: From research to close
Like the sales cycle, your prospecting process might vary depending on your unique business. But there are a few major steps that organizations commonly follow when it comes to prospecting:
1. Research
As it relates to prospecting, research is a rep’s best friend. Before determining whether a lead is a good fit for a particular solution or makes a genuine connection, the seller must perform some basic due diligence on the potential buyer. This might include looking into the overall buyer landscape, identifying the potential customer’s pain points, uncovering their competitors, scouring their company’s social media page, and digging through their website to discover which products and services they might already be using. Sales reps and SDRs conduct a great deal of research to find potential prospects who are ready to move to the qualification phase, so they need cohesive processes and adequate tools for support. Without both, they risk duplicating their efforts or having high-value prospects fall through the cracks.
2. Qualification
Just because a prospect might initially look good on paper doesn’t mean they’re actually worth pursuing. SDRs spend a lot of their time trying to determine if they’re a good fit before they push them to the outreach phase. The qualification strategy depends on the individual business, audience, and marketing channels, so the SDR must carefully measure each prospect against each to determine their value. It’s a time-consuming (albeit essential) part of the process for teams that don’t have tools for automation. Manual qualification is tedious, error-prone, and often drags out the sales cycle, so many competitive sales teams have started using platforms that automatically qualify prospects based on pre-established criteria then pass the appropriate potential buyers to sellers.
See how Outreach's sales team uses MEDDPPIC to win more deals, more often
To predictably close more deals, sales teams need to be more productive, efficient, and consistent in selling. This is where MEDDPICC comes in.
3. Outreach
Once a prospect is pushed into the ‘qualified’ bucket, they’re ready for outreach. This is the stage in which sellers make contact with prospects and start to build genuine relationships using emails, phone calls, social media messages, and even letters. It’s important to lean on personalization through the outreach stage, as 31% of salespeople say that sending one-to-one, customized messages is extremely effective in comparison to bulk email sending. Perhaps the toughest part of this stage is breaking buyer silence, since, on average, sellers only have 14 days to engage a buyer before it’s too late. Buyer silence is even tougher to overcome if reps don’t have the right tools to tap into their response to each engagement — whether it’s positive, negative, a referral, or an unsubscribe. This makes it incredibly difficult to identify the best course of action and garner a response within that 14-day window.
4. Discovery
The purpose of a discovery call is to prove to the prospect that the solution you’re selling is a perfect fit, and that now is the right time to buy. Needless to say, this doesn’t happen by accident. Sellers must adequately prepare ahead of time, carefully build rapport with the prospect, ask the right open-ended questions (and lots of them!), identify the buyer’s needs and goals, assess the competition, match the client with the solution that will provide the most value, and much more. Simply put, there’s a lot that goes into a successful discovery call, and inflexible, outdated tools (like spreadsheets, note apps, etc.) aren’t sophisticated enough to keep up. Action items fall off sellers’ radars, details get lost in the shuffle, and salespeople spend more time than is necessary preparing for and analyzing their discovery calls.
5. Close
After several weeks (and sometimes months) of objections handling, negotiations, collaboration, and resource sharing, the deal is finally ready to close. Forward-thinking sales teams take note of every step along the way and learn from their mistakes and triumphs, then use both to fine-tune the prospecting process. While this can seem like a time-intensive, burdensome activity (particularly for those without the right tools for tracking every activity, engagement, outcome, etc.), it’s essential for driving growth and boosting prospecting performance.
How to find sales prospects (sales prospecting techniques for success)
Successful sales prospecting is an art form that combines strategy, persistence, and a human touch. Here are some key techniques to elevate your prospecting game:
Personalize your outreach
Generic pitches are the fast track to the trash folder. Instead, craft each message with care and intention. Lead with value, not features. Show your prospects why you've reached out specifically to them and how you can address their unique challenges. This approach demonstrates that you've done your homework and genuinely understand their needs.
“Nobody likes a generic pitch. Craft each message with care, and show your prospects the reason you've called: you can bring them value! Lead with that, not with features.”
For example, instead of listing product features, mention a recent company announcement or industry trend that relates to your solution. This level of personalization can significantly increase your response rates and set the stage for meaningful conversations.
Nurture, don't nag
While follow-ups are crucial, there's a fine line between persistence and pestering. Space out your touchpoints and make each interaction count. Instead of asking "Just checking in," provide additional value with each contact. Share relevant industry insights, case studies, or helpful resources.
The goal is to nurture the relationship, not force a sale. A well-timed, thoughtful follow-up can reignite a prospect's interest, while constant nagging might close the door permanently.
Leverage social selling
In today's digital age, social platforms — especially LinkedIn — are goldmines for prospecting. But it's not about blind connection requests or copy-paste messages. Engage authentically by commenting on prospects' posts, sharing relevant content, and participating in industry discussions.
Build your personal brand as a thought leader in your space. When you do reach out directly, you'll be a familiar face rather than a cold caller. This approach can warm up leads before you ever make a formal pitch.
Don't underestimate the power of a phone call
In an era dominated by emails and DMs, a well-timed phone call can set you apart. It adds a personal touch and allows for real-time conversation, which can be crucial for complex sales or when addressing specific pain points.
Before you dial, prepare a loose script and some key talking points. Keep in mind that the goal is a conversation, not a monologue. Listen actively and be ready to pivot based on the prospect's responses.
Harness AI tools
AI is a tool to enhance your strategy, not replace your sales team. Use AI to handle repetitive tasks and data analysis, so your team is free to focus on high-value activities like building relationships and crafting tailored pitches.
AI-powered tools like Outreach can supercharge your prospecting efforts. These platforms can help you identify the most promising leads, optimize your outreach timing, and even suggest personalized messaging.
Embrace rejection as part of the process
In sales, hearing "no" is inevitable. But each rejection is an opportunity to learn and refine your approach. Analyze why a prospect wasn't interested — was it timing, budget, or a misalignment of needs? Use this feedback to improve your targeting and messaging.
Maintain a positive attitude and keep in mind that rejection is simply part of the journey to finding the right fit. Your resilience — and ability to learn and improve — are what set great sales professionals apart.
Enable your AEs to get involved earlier
It’s no secret that account executives (AEs) often rely on sales development representatives (SDRs) to build their pipeline. For the most part, this approach is just fine, but if and when something goes wrong and you need to quickly build more pipeline, chances are your SDRs will need some help. Plus, it’s just good practice to enlist and empower AEs to start generating more of their pipeline rather than waiting to dive in at a later stage.
The best way to make this happen is to have your AEs build account plans using a mapping methodology.
By using this process, AEs can develop a thorough document that enables them to select specific prospecting plays for each account. They can then collaborate with their SDR colleagues to create outreach strategies, which will outline who will contact whom and when.
They also lean on co-workers from other teams, too, who help drive a title-to-title prospecting approach, wherein people of similar roles and professional backgrounds reach out to their counterparts at the prospect’s company. If, for example, the AE wants to interact with a marketing persona in a target account, they’ll ask one of their marketing colleagues to reach out and appeal to them in a marketing-specific way.
This strategy also enables sales teams to push their way further up to access more senior personas within an account. Because the AEs already have their ears to the ground, they’re more likely to get higher in the account at a faster pace than if the SDRs were prospecting on their own.
Sales prospecting tools: The must-have software for your sales stack
There are countless tools out there that promise more effective, efficient sales prospecting for your team. From B2B lead databases to website visitor tracking tools, to lead scoring software to professional and social networks, finding the right sales engagement platform for your team can seem like a daunting feat.
Of course, not every tool is built equally, and none is truly one-size-fits-all, so it’s important for sales leaders to take into account some key considerations before making an investment:
Unique business needs
No two businesses are exactly alike, so before adopting a new solution, take stock of where your organization is, where you’d like it to go, and what you’ll need to get there. For example, you may need to automate certain processes and workflows to become more efficient and productive, and therefore, more profitable. Or maybe you need to make some major improvements to your customer experience to boost brand perception, client loyalty, and revenue growth. Be sure the prospecting tool you choose offers capabilities that help you address those specific business needs and take your organization to the next level.
Pain points
Your reps (and sales team as a whole) face very real pain points that often make it unnecessarily difficult to prospect. Perhaps they don’t have an effective method for tracking and measuring their prospecting efforts in real time. Or they may struggle to make smart decisions around prospecting because they don’t have what they need to build accurate sales forecasts. It’s vital to evaluate your team’s pain points and how potential tools and solutions might solve them.
The need for multiple tools
In an effort to equip their sales teams with everything they need to thrive, many organizations have inadvertently made a crucial mistake. They’ve implemented various point solutions that can solve specific problems at specific points of the sales cycle, but they’ve also created redundancies, inefficiencies, and data silos within their tech stacks that are only slowing their teams down. Leaders are better off examining their current sales tech stacks, identifying what tools they can consolidate, what tools they can retire, and what tools they need to fill in the gaps.
Sales prospecting email examples: Proven examples to engage your leads
For sellers, crafting effective prospecting emails can feel overwhelming. It’s often helpful to get them started with some foundational templates that enable them to hone their skills.
Get the full guide to email prospecting
The latest edition of Outreach’s guide to email prospecting offers expert strategies, common mistakes to avoid, and top-performing email templates to help you cut through the noise and meet your pipeline goals. No sales pitch required.
PAS template
The problem, agitate, solve (PAS) email encourages reps to identify the recipient’s pain points, validate them in their frustrations, and then offer up the obvious solution (their company’s product or service). It works because it enables sellers to empathize and connect with prospects while also demonstrating their ability to problem solve. It also shows that they’ve taken the time to research the pain points that may be irritating the recipient, rather than simply shooting off an email touting their solution’s fantastic features.
Subject: [First Name], quick call next Thursday?
Body: Hi [First Name],
I’ve noticed that some of your previous and potential customers have opted to buy from your competitors, [competitor A] and [competitor B] because of your complicated buying process. I know how frustrating it must be to lose sales for a quality product just because your website’s checkout process isn’t sufficient.
[Service name] removes the barriers associated with a sticky checkout process with beautiful, seamless user experiences that increase conversions.
I’d love to chat more about how [service name] can make it easier for customers to purchase your product through your website. Let me know if you’re available next Thursday to hop on a call!
Cheers,
[Sender’s first name]
AIDA template
The AIDA structure has long been used in all types of content but is particularly effective in sales. It stands for attention, interest, desire, and action, and aims to entice the recipient with something catchy and relevant. It’s a strong framework because it immediately gets the reader on the hook and keeps them wanting more.
Subject: Poor UX kills customer satisfaction - just ask [prospect’s competitor]!
Body: Hi [First Name],
Did you know that poor UX could cost you customer satisfaction and loyalty? In fact, [prospect’s competitor]’s customer satisfaction rate continues to plummet as they struggle to get their UX right.
Now’s the time to strike. [Service name] has helped companies just like [prospect’s company name] improve their website design, UI, and UX to improve customer experience and satisfaction by [%].
I’d love to discuss how [Service name] could help [prospect’s company name]’s website get a leg up on the competition. Do you have time to chat next Tuesday?
Best,
[Sender’s first name]
Basic sales template
Sometimes, sellers just don't have enough information to craft a highly specific email, and other times; they just want to get straight down to brass tax. There’s nothing wrong with sending a clear-cut message that demonstrates their company value while grabbing the recipient’s attention. Just make sure to include an attractive CTA.
Subject: [Sender’s first name] from [Sender’s company name]
Body: Hi [First Name],
Is your website’s UX costing you customers?
At [company], we help our clients attract and retain more customers with beautiful, intelligently designed websites that are easy and intuitive to use. In fact, we’ve helped companies in the [prospect’s industry] space boost their online sales by [%] in just [time frame].
I’d love to discuss how we can help [prospect’s company name] see similar results. Are you free to chat next week?
Best,
[Sender’s first name]
Common sales prospecting challenges and how to overcome them
Handling rejections
Rejection is an inevitable part of sales, but it doesn't have to derail your efforts. If you're consistently hearing no or getting hung up on, it's time to reassess your approach.
“If you’re getting the objection 'not now' then you either have the wrong person, or your pitch didn’t touch on their priorities or challenges enough for them to hear you out more.”
You might be targeting the wrong person or failing to address their priorities effectively. To overcome this, focus on refining your ideal customer profile and tailoring your pitch to speak directly to your prospect's pain points. Remember, each "no" is an opportunity to learn and improve your strategy.
Managing time effectively
Time is a salesperson's most valuable asset, yet it's often squandered on low-yield activities. To maximize your prospecting efforts, prioritize tasks that deliver the highest return on investment. This might mean leveraging automation tools for initial outreach, blocking out dedicated prospecting time in your calendar, or using data analytics to identify the most promising leads. By treating your time as a precious resource, you'll boost both efficiency and results.
Dealing with unresponsive prospects
Silent prospects can be frustrating, but don't write them off too quickly. Instead, develop a multi-touch approach that combines various communication channels. Mix up your outreach with personalized emails, social media engagement, and well-timed phone calls. The key is to add value with each interaction, whether it's sharing relevant industry insights or addressing specific challenges you've identified. Persistence pays off, but always respect when a prospect has clearly indicated they're not interested.
The role of AI in modern sales prospecting
Artificial Intelligence is revolutionizing sales prospecting, offering both exciting opportunities and potential pitfalls. Here's a balanced look at its impact:
Benefits:
- Automated lead scoring and prioritization
- Personalized outreach at scale
- Predictive analytics for better timing and messaging
- Enhanced data analysis for more accurate ICPs
Potential drawbacks:
- Over-reliance on technology, leading to less human touch
- Data privacy concerns and compliance issues
- Initial setup costs and learning curve
- Risk of appearing impersonal if not implemented thoughtfully
By integrating AI throughout the customer journey, sales teams can unlock new levels of productivity and insight. This technology frees up valuable time for sellers to focus on what truly matters: being consultative partners and change agents for their customers.
Remember, the goal of AI in sales prospecting isn't to replace human sellers but to empower them. When implemented thoughtfully, AI can arm your team with targeted knowledge, help them make smarter decisions, and ultimately achieve better outcomes across the entire customer lifecycle.
Best practices for continuous improvement in sales prospecting
Regularly update your ICP
Your Ideal Customer Profile isn't set in stone. Markets evolve, and so should your targeting strategy. Regularly revisiting and refining your ICP ensures you're always focusing on the most promising prospects. This proactive approach keeps your sales efforts aligned with current market dynamics and your company's evolving strengths.
Use data-driven insights
Gut feelings have their place, but data should drive your prospecting decisions. Leverage analytics tools to track key metrics like response rates, conversion rates, and time-to-close. These insights can reveal patterns in successful deals, helping you replicate winning strategies and abandon less effective approaches. Remember, what gets measured gets improved.
Solicit feedback from prospects
Your prospects are a goldmine of information – if you're willing to listen. Don't shy away from asking both won and lost prospects about their experience with your sales process. Their honest feedback can highlight blind spots in your approach and suggest improvements you might never have considered. This customer-centric mindset not only refines your prospecting but also builds goodwill, even with those who don't convert.
More effective sales prospecting starts with you
Prospecting is an absolutely crucial part of your sales process. Leveraging strategic techniques is a great jumping-off point, but to succeed in this new era of sales, you need a platform that does more than outbound prospecting.
The sales team at Avanan knows that reaching your buyers today requires more touches than ever — upwards of 18 attempts, on average. Because every single activity is tracked and recorded, the team is able to quantify exactly what it costs to get and maintain a customer. With Outreach, the team has their individual, team, and company goals distilled into a precise strategy.
The Outreach Sales Execution Platform goes far beyond traditional point solutions. With centralized tools that help sellers manage build and manage pipeline, Outreach helps every sales rep perform at the height of their potential.
See how sales teams create 20% more opportunities every month with Outreach
Prioritize the right tasks and say the right things, to the right people. Outreach helps sellers organize their books of business and send timely, relevant messages that lead to meetings and opportunities — we’ll show you how with our sales ROI calculator.
Additional FAQs about the sales prospecting
What is the difference between sales prospecting and lead generation?
Sales prospecting and lead generation are distinct but complementary strategies. Lead generation casts a wide net, attracting potential customers through marketing efforts. Prospecting, on the other hand, is the targeted outreach to qualified leads.
Think of lead generation as filling your pipeline, while prospecting is about actively engaging those leads to move them toward a sale. For example, a webinar might generate leads, but personally reaching out to attendees is prospecting.
How often should I update my sales prospecting strategy?
Your sales prospecting strategy should be a living, breathing entity. Embrace a test-and-learn mindset, constantly iterating and refining your approach. While a quarterly review provides a good baseline, the most successful teams adopt an agile methodology. Try new email personalization tactics frequently, measure their impact, and quickly pivot based on results.
That might mean tweaking your messaging one week and experimenting with a new outreach channel the next. Remember, each "failure" is valuable data that informs your next move. Your ability to adapt swiftly can be your greatest competitive advantage.
What metrics should I track to measure the effectiveness of my sales prospecting?
Focus on metrics that illuminate both sales efficiency and impact. Key performance indicators (KPIs) should include:
- Contact rate: The percentage of prospects you successfully reach.
- Conversion rate: How many prospects become qualified leads.
- Sales velocity: The average time it takes to close a deal.
- Return on investment (ROI): Comparing prospecting costs to revenue generated.
Don't just collect data — use it. Regularly analyze these KPIs to identify bottlenecks in your process and areas for improvement. Remember, the goal isn't just activity, but results.
How do I handle prospects who are interested but not ready to buy?
Nurturing interested (but not ready) prospects requires finesse. First, understand their timeline and concerns. Then, provide value without pressure. Share relevant content, invite them to educational events, or offer free consultations. The key is to stay on their radar without being pushy — like setting up a drip email campaign with helpful industry insights. When they're ready to buy, you'll be top-of-mind as a trusted resource, not just another salesperson.
What should I do if a prospect doesn’t respond to my outreach?
Persistence pays off, but there's a fine line between follow-up and pestering. Try these approaches:
- Vary your communication channels. If emails fail, try a phone call or social media.
- Add value with each touch. Share a relevant article or case study.
- Be specific about next steps. Propose a clear action or meeting time.
After 10+ attempts without response, it's usually time to move on. But don't burn bridges — a gentle "break-up" email can sometimes spark engagement. Remember, timing is everything in sales. Today's unresponsive prospect might be tomorrow's hot lead.
