Effective prospecting is a critical component of sustainable selling success.

Often sales people don’t think about what needs to take place before they ever pick up the phone, arriving at the desk with or without a defined list of prospects and then forcing themselves to pick up the phone and trying to get a diary into shape. We’ve been there, but we soon realised there’s a better way.

We started to carry out basic research before each call so that we understood the business we were calling, who the senior decision makers might be and how best to ‘position’ ourselves in the call to maximise our effectiveness.

The development of the internet has made basic research much easier and you should fully utilise it as a means for quick and effective research. Additionally use email as a fast and effective way to introduce, confirm and network.

And of course you must keep excellent dated records/notes of your calls, to build up a database of prospects for you to market to.