MAR
02, 2021 BY
MARIO MARTINEZ JR.
Prospecting
to generate sales leads is one of the most important jobs of the modern sales
professional. In fact, if you ask any sales leader what their teams struggle
with the most (and I have), they would say it’s prospecting, especially now
that virtual selling is the norm.
Actually,
we asked this question to our LinkedIn network at two different points in time
and here are the results of the polls.
In June
2020, 59% of sellers said the hardest part of selling was prospecting.
In
April 2021, the percentage of sellers who said prospecting is the hardest part
of the sales cycle increased to 68.5 %.
So, why
is prospecting is the most challenging part of the sales process? Here are a
few reasons:
·
Your potential customer is
incredibly busy and distracted — there is such an overload of information out
there that their brains automatically filter out any kind of sales pitch
(unless they are actively shopping for your solution).
·
Most sales messaging today sounds
the same (just look at your inbox or InMail), as sellers are using the same
lines and tricks as everybody else.
·
The sheer amount of competition is
mind-numbing and buyers have so many options to choose from that your solution
may now be considered a commodity.
How can
your sales reps stand out from the crowd and start building their sales pipeline? You need prospecting techniques that
will actually work with the modern buyer. And
this is what this prospecting guide is all about
Here's what we'll cover:
Download the ebook version of this article and share it with your
team!
Lead Generation versus Sales Prospecting
Sales Cadence and Sequence Example – INBOUND
Sales Cadence and Sequence Example – OUTBOUND
Elements of Effective Sales Prospecting Strategies
1. Prospecting through Social Selling
2. Prospecting with Sales Video
3. Hyper-personalization in sales prospecting
Trending Tips for Sales Prospecting
2. Ask for Referrals and Introductions
3. Present a Strong Value Proposition
Sales Prospecting is a Key Skill to Develop
What is Prospecting?
Prospecting
is the process of starting sales conversations. In other words, finding,
engaging, and connecting with potential customers who may be a good fit for
your business, in order to help them solve a business problem and convert them
into paying customers.
Prospecting
is crucial to the sales process because without sales conversations the rest of the process won’t
begin. They say nothing happens until someone sells something. I say, however,
that nothing happens until a sales rep leads a prospect to a sales
conversation.
After reading this, I understand
nothing happens until a #SalesRep leads a #prospect to a #sales conversation.
Great article, strategies, tools, and techniques to convert prospects into
customers! CLICK TO
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This
can be daunting for a novice or experienced sales rep charged with hitting a
quota monthly, quarterly, and/or yearly.
When it
comes to prospecting several questions come to mind of the sales leader:
1.
Where do my reps start?
2.
How can they find, engage and
connect with people who actually need
the products or services they are selling?
3.
What medium is the best channel to
engage with today’s modern buyers?
Sales Prospecting Techniques
Success,
in my experience, will rely heavily on the approach a salesperson uses. Old
school prospecting like cold calling may still work at times but it’s a numbers
game (it takes about 8 calls to get someone to pick up the phone and
that’s just one touchpoint). For that reason, we teach sellers in our LinkedIn training to subscribe to omnichannel
prospecting for the best sales success while prospecting.
Omnichannel Prospecting
So,
what is omnichannel prospecting? It means using every sales strategy, every
tool and every channel to engage and connect with prospects. Why? Because
buyers respond to sales outreach on different mediums differently.
Here’s
one example with my three executive leaders. One prefers for me to send text
messages, the other prefers a phone call and the other prefers engagement on
social media.
In all
cases, however, the goal is to turn every online engagement into an offline
conversation regardless of the medium by which a buyer and seller engage with
each other.
We call
it the C2C or converting a connection to a conversation. This is one of the
principal lessons we teach on how to start a conversation on our Selling with LinkedIn course.
In a
remote selling environment, omnichannel prospecting is even more important.
Here’s some data about what’s happened since March 2020:
·
Marketing emails increased by
62%
This
means that we need to be prospecting across all available channels.
#Sellers have to prospect across all
channels, marketing emails, virtual events, sales calls, and ads! Great
prospecting guide in this article for #SalesReps to stand out from the crowd
and build their sales pipeline with the…CLICK TO
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How to Do Prospecting Right
Even if
you’re old school, and you LOVE the telephone and cold calling, your team still
needs a digital presence. As sales leaders, it’s our job to ensure our sellers
learn how to prospect like a boss and with the least amount of friction.
Whether
they’re communicating with their connections online or not, customers are
searching for information online (ever heard of Google?), asking their peers in
social forums, engaging on social media, and consuming videos at least weekly.
In
fact, I discuss the four cardinal attributes of today’s digital-centric buyer
in another article. These four ingredients for modern sales success must be considered when
teaching your sellers how to prospect and develop the prospecting sales plan.
You
also must consider that when your sellers extend outreach approximately 62% of their decision-maker
buyers will look at your seller’s profiles. They’re also likely to
be deciding if they want to take their calls, schedule a meeting with them, or
turn down their request based on their LinkedIn Profiles.
Modern
sellers must develop social selling skills
and learn how to use video for sales. In
fact, 59% of senior executives say they would rather watch a video than read a
post.
We must
ask ourselves, are our sellers missing prospecting opportunities by not having
a strong digital sales presence?
Learning
how to prospect, by creating new conversations, thus growing the sales pipeline
means implementing a digital sales plan in addition to leveraging traditional
methodologies. It also includes teaching our sellers to leverage correctly, all
of the remote sales tools available
to us for an omnichannel approach to prospecting.
Lead Generation versus Sales Prospecting
What is
the difference between lead generation and sales prospecting?
While
leads are people who have shown some or a lot of interest in your company,
either by visiting your website, downloading an ebook or subscribing to your
newsletter, a sales prospect is a target lead and must be someone who matches
your buyer persona and is most likely to buy from you.
Lead
generation is a marketing activity that attracts people to your company and
gathers data in the hopes of turning those leads into sales-ready prospects,
also known as a sales-qualified lead or SQL. This is a one-to-many approach,
where there is not a conversation yet, but only engagement with inbound
marketing assets such as blog posts, videos, whitepapers, case studies, social
media posts, and the like.
Lead
generation is something that happens at the top of the sales funnel.
Sales
prospecting, on the other hand, is generally a one-to-one approach conducted by
the sales team and both have the same objective — create a qualified lead by
trying to engage with a qualified prospect.
Sales
prospecting has a very targeted approach. For example, at Vengreso we expect
the Marketing team to produce 40% of all sales leads through general marketing
efforts (inbound, SEO, paid, demand generation, PPC, etc.). The other 60% comes
from our sales team.
Each
month, the RVP of Sales at Vengreso, develops a set of top 10 accounts they are
targeting, plus a set of top 30 mid-market and low end enterprise accounts that
their Market Development Managers will target to book appointments for them.
This is done monthly and the sole focus each month is to penetrate each of
those accounts. It’s a hyper-focused prospecting plan which bridges together
the traditional outreach with the digital sales strategy and outreach.
Sales Prospecting Template
At
Vengreso, we have developed a comprehensive sales prospecting template and
cadence. It is totally integrated into our marketing workflows and sales CRM
for all inbound sales qualified leads and for target outbound prospecting.
For
example, in order to begin a sales cadence we built sales work queues within
the CRM. These queues live within the CRM. Each day a seller opens the CRM and
begins working each queue and all “open” tasks due for that day. This allows
the sales prospector to focus on one single type of task at a time albeit
targeting different buyers.
Having
a seller focus for 30 minutes (example only) on phone calling, then social
engagement, then creating videos messages, etc., allows the best use of a sales
prospectors time, focus and attention. They aren’t bouncing around from a call
then to an email then to a video message then to a social engagement.
The
category queues we have created, will be used for assigning tasks associated
with the cadence to the rep in some cases by automation workflow for both
inbound and/or outbound target accounts and buyers.
The
sales prospecting template, queue or categories we built are:
1.
Call
2.
Connection Request
3.
Evangelist Referral
4.
Digital Sales Assessment
5.
Direct Mail
6.
Gift
7.
Email
8.
LinkedIn Welcome Message
9.
LinkedIn Voice Message
10.
Lost Deal Follow Up
11.
Mutual Intro Request
12.
Social Touch
13.
Text MSG
14.
Video MSG
The
next question is how do we use these sales categories for developing sales
cadences for the most effective prospecting?
The Right Sales Cadence
Sales
cadences are difficult to develop, but with research, tweaking and testing,
leaders can find something that will help deliver sales results. Triggering a
sales cadence is done one of two ways. The rep can trigger a workflow within
the CRM to build a set of tasks associated with either inbound or outbound or,
if it’s an inbound lead, it will be automatically built for them via workflows
set up between our marketing automation or sales CRM and sales engagement tools like Salesloft, Xant,
Outreach, or VanillaSoft.
For
Vengreso, each step in the cadences of our sales prospecting template and plan
is tied to one of the queues listed in the section above.
We have
built our sales cadences and timing based upon best practices identified
by Salesloft, Xant.ai, and Outreach and
what we’ve seen works best for omnichannel sales prospecting.
Check
out this podcast episode where I talk about the Dos and Don’ts of modern sales
prospecting and learn more about how modern sellers can establish a basic sales
cadence like the ones below and use it effectively to reach more buyers.
Sales Cadence and Sequence Example – INBOUND
Below
is an example of our Vengreso sales cadence or sales sequence for inbound sales
qualified leads. We manage this all through automation workflows but sellers
are still required to actually bring personalization within each step of the
sales sequence.
Sales Cadence and Sequence Example – OUTBOUND
Below
is an example of our Vengreso sales cadence or sales sequence for outbound
sales targeted leads. Again, we manage this all through automation workflows
but sellers are still absolutely required to bring the hyper-personalization to
each step of the sales sequence.
Now
that you understand the functional nature of how to build out the cadence to
support sellers, let’s deep dive into some of the elements you read about in
the cadence.
Elements of Effective Sales Prospecting Strategies
Successful
prospecting in the modern sales environment is about much more than finding
contacts and using cold calling scripts to
make calls.
Effective
prospecting in the digital era from a sales engagement standpoint must always
include at least four, but for best results all of these elements:
1.
Phone
2.
Email
3.
Text
4.
Gift Marketing
5.
Direct Mail
6.
Social Selling
7.
Video for Sales
8.
Digital Referral
We call
this the omnichannel approach to sales prospecting.
Before
I dive into a few of these, let’s look at some eye-opening data:
·
Less than 3% of people respond
to cold emails.
·
75% of buyers look at a salesperson’s
LinkedIn profile after they reach out initially (LinkedIn, State of Sales
2020).
·
When a company’s sales force has at
least a 25% social selling adoption rate, their win rate increases to 41% but
contrast that with when a company’s sales force has at least a 75% social
selling adoption rate, that win rate goes up to 61% (CSO Insights 2018)
Why is
that data important when considering effective prospecting strategies?
Because
it reveals to us that much of what we’ve done successfully in the past isn’t
working with the same level of effectiveness – AND that new modern selling approaches,
like social selling, or sales video are gaining significant traction.
This fantastic sales prospecting guide
includes new modern selling approaches, like #SocialSelling and
#SalesVideo a MUST for #ModernSellers. CLICK TO
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1. Prospecting through Social Selling
Social
selling has a very specific purpose: it’s just like any other channel that
you’d use to find, engage and connect with buyers. However, it’s a distinct
advantage over some other sales prospecting channels like the cold call is you
can use it to warm up prospects before trying to call, email or personalize
a LinkedIn connection request.
We all
know the uncomfortable feeling of reaching out to a prospect entirely cold.
It’s no fun and it’s not nearly as effective as it once was either. Statistics
show us that only 3% of cold calls are
successful.
I
believe that cold calling is not dead, but that it is dying – at least in the
form we’ve practiced for so long. It’s still part of a good sales cadence for prospecting, but we have to use
it differently these days. As an example, it is not the first line of defense
for Vengreso sellers when reaching out to connect with a buyer. It’s way
more effective when an omnichannel approach has already been utilized to warm
up the prospect. That includes social media, personalized video, text
messaging, AI, and other tools. In fact, learning how to warm up your prospects
via social to take the call is one of the key points we cover in our best social selling tips blog.
At
Vengreso, we firmly believe that social selling coaching can make a great
difference in your team’s prospecting efforts. That’s why our virtual sales training programs
focus on developing these skills. Our LinkedIn training program teaches sellers
how to leverage these platforms to start more sales conversations.
2. Prospecting with Sales Video
According
to a Forbes report, after
watching a video, 65% of senior executives visit a vendor’s website, and 53%
conduct a search to get more information. Prospecting with video is one of the
most effective ways to start sales conversations in a remote selling environment. In fact, my favorite
thing to teach is how sellers can use video for sales.
Why?
Because second to an in-person meeting, video is the best way to connect with
potential buyers. Through video, prospective customers can see the seller’s
facial expressions and body language, hear the tone of their voice and look into
their eyes — things that are important to build rapport and develop trust. This
is all part of the relationship selling process
that we must do today as virtual sellers.
Your
sellers can send personalized video messages to
their prospect list via email using platforms like OneMob or HippoVideo.
These videos will help them stand out from all the text-based messages that
fill people’s inboxes and get ignored all the time.
They
can also post video messages on LinkedIn and share them with prospects to
showcase their products or services.
This
prospecting strategy doesn’t come naturally, though. Before sending out video
messages, sales reps must learn how to be engaging, authentic, purposeful in
their words, and concise on camera. That’s why we created the Selling with
Video for Teams virtual sales training.
Check
out more information by clicking on the image below.
3. Hyper-personalization in sales prospecting
One of
the prospecting challenges I mentioned above is that potential customers are
closed off to sales reps because most sales messaging sounds and reads the same. Sales
pitches are usually recycled templates that are sent automatically without
regard for the receiver.
That’s
why hyper-personalized messages will make all the difference in the world when
prospecting. More than just addressing the person by name and title (which sales
professionals should always do, of course), a hyper-personalized prospecting
message will include actual pain points the buyer is facing, will refer to
relevant news or events related to the prospect’s company, and much more.
In
fact, personalization is the first step in our own 3-step sales methodology used
for prospecting called The PVC Sales Methodology. Check out the video below to
learn how to craft the perfect sales prospecting message.
Teach
your team to approach prospecting like any other social interaction. Going
straight for a sale or focusing on how great your product is, usually provokes
a negative response and thereby creates a zero-sum gain on sales engagement.
Getting
to know potential buyers through open conversation doesn’t just help increase
initial responses. It also builds trust as prospects get to know your
salesperson and gives your sellers the chance to learn more about their lead.
This
means getting a better understanding of their business situation, goals, and
obstacles your company can help with BEFORE engaging with the buyer. It also
means building a picture of who they are and how to connect with them.
Noting
and remembering off-topic details like languages, hobbies, and interests
(generally gathered through social) shows prospects they aren’t just a number
to your salesperson.
Although
this just sounds like small talk, an off-topic conversation helps your sales
team build a better understanding of who they are speaking to. It can also
reveal shared interests that connect leads to a salesperson, such as following
the same sports team.
That's right! Hyper-personalized
messages will make the difference when prospecting. More than just addressing
the person by name and title, use the actual pain points the buyer is facing.
Great article!CLICK TO
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Trending Tips for Sales Prospecting
Here
are some of my top sales techniques for
B2B sales teams:
·
Learn as much as you can about your
B2B buyer and their industry.
o
What are their pain points?
o
Who is the decision-maker that your
sellers should connect with?
·
A good rule of thumb when it comes
to researching your sales prospects is to know their business like you were
going to buy it. Don’t get caught off guard, take the time to do an appropriate
amount of research so you can set yourself up for success.
·
Warm-up any cold email or cold call
with previous interactions through social media.
·
Empower your sellers with sales
enablement content, such as case studies, video presentations, testimonials,
and blogs. Your website must be a resource for the sales team.
·
Leverage LinkedIn by turning each
rep’s LinkedIn Profile into a sales asset.
·
Resurrect dead leads with these
sales prospecting methods to
bring buyers back from the dark.
·
One way to ensure that your sales
prospecting stays sharp is to make sure you and your team maintain a peak
performance mindset. The heart of a peak performance mindset is about getting
in touch with your goals and dreams and practicing healthy self-talk.
·
Manage your time effectively. Sales
leaders need to become experts at time management and self-discipline. Don’t
let your smartphone or even negative news about clients infiltrate your
dedicated time to your sales prospecting efforts.
Listen
to this podcast episode where I talk with sales expert John Barrows about how
to succeed in your lead generation and sales prospecting efforts in the new
normal.
The Importance of Research
The
automated lead qualification gives reps an idea of whom to focus attention on,
but not enough information to know how to approach them.
Teach
your modern selling team
to research contacts thoroughly to understand their business and company goals
and the individual they contact.
LinkedIn
and other social media profiles can provide useful information to connect with
potential buyers, better understand their current priorities and perspectives,
and find common interests to break the ice.
For
example, train sellers to be on the lookout for:
·
New hires, promotions, and
mergers: These can be signs that their
business is moving in a new direction or expanding their operation, showing the
challenges they will be facing.
·
Recent trade events: Knowing what a lead was showcasing at a recent trade
event can tell a lot about a company’s current focus and where your services
might fit into that.
·
Industry news: If a prospect has shared their thoughts on the latest
industry news, this not only tells you their perspective but also provides a
great way to open the conversation by engaging with their opinion.
This
kind of information is precious, but it isn’t available for everyone. This is
where well-researched buyer personas can help you tailor your approach with
less information about an individual.
Now,
let me give you a sales prospecting tip about your competition.
Researching
the competition isn’t just about showing prospects that sales pros understand
the industry and know what is available. It can also be key to showing why a
lead should care what your rep has to say. If a salesperson knows how your
company stacks up against the rest, they can pinpoint the key differences and
benefits that matter to each lead’s situation.
This
research can provide information you can capitalize on.
For
example, paying attention to a competitor’s product lineup also tells you what
they are not offering, so your team can focus on those missing features or
services when talking to prospects that could use them. This also helps you
identify demographics that aren’t getting what they really need from competing services.
Prospecting Tactics
Teach
your sales reps these four prospecting tactics:
1. Develop Thought Leadership
Thought
leadership is essential to create trust and brand awareness and positioning.
Each sales rep in your team can and should become skillful at sharing and
creating valuable content relevant to their prospect’s needs and pain points,
thus positioning themselves as credible sources for their target buyers.
Make
sure that your team has access to high-quality sales collateral and social
sharing tools.
·
Sales enablement and
marketing should provide targeted content for the sales team to share.
·
Your team should have access to
an employee advocacy tool
to amplify the reach of your company’s social media publications to their own
networks.
·
Sellers should create their own
video messages answering common questions prospects have and post them on
social media or sending them in their emails or InMail messages.
Creating
valuable content offering tips and insights doesn’t just attract new leads, it
also provides assets your salespeople can share. Linking to a blog post or
video addressing issues and solutions show your business is already thinking
about the problems contacts are facing. Your sales team needs content
collaboration tools to create and share this kind of content for easy access
and use.
You
could say that thought leadership is like inbound prospecting. Instead of
reaching out directly to them (that is, outbound prospecting), sellers are
attracting leads with the content they share.
Increasing
your sellers’ credibility also means educating them about your competitors and
your own business. Understanding the available options helps them highlight the
differences and unique benefits your company offers.
Social
proof is another powerful tool to establish the credibility of your
company. Content that is focused on your past customers and what they
have achieved with your help can convince leads to discuss their own business
issues with your sales team.
A
well-organized resource for customer reviews, case studies, and testimonials is
invaluable in finding the perfect success story for each individual or buyer
persona. For example, 92% of marketers are
more likely to buy after reading a trusted review.
Just as
sellers research each of their prospects, at the same time, those individuals
will research your team. Maintaining their online profiles is vital to ensuring
that research increases prospects’ trust in your sellers.
Everything
they find on a seller’s LinkedIn profile and public social media pages should
affirm their expertise in your industry. Besides managing their profile pages,
active involvement in an industry discussion makes it easier for potential
buyers to find valuable content during their research.
2. Ask for Referrals and Introductions
Referral selling is
one of my favorite tactics to reach my ideal customer. According to HubSpot, 84% of B2B
decision-makers kick off their buying processes with referrals. That’s why cold
calling is less effective than a social selling program that includes digital
referral tactics.
At
Vengreso we have perfected a 2-step digital referral process, leveraging mutual
connections on LinkedIn. Check out this video, where I explain step-by-step how
to ask for a referral on LinkedIn.
3. Present a Strong Value Proposition
In my
experience, most sales reps cannot articulate their company’s value proposition
in one sentence. They ramble about product features and benefits without
pointing out the actual problem that their solution solves.
Take
the time to train your sellers on how to communicate a strong value proposition
during their prospecting calls or emails. I teach my sellers to include
Vengreso’s value proposition upfront in our sales messaging: “Vengreso helps
sales leaders train their sellers to create more sales conversations so they
can grow their pipeline.”
If a sales leader such as yourself hears this,
they immediately think:
1.
Do I need my sellers to create more
sales conversations?
2.
Do I need to build a bigger sales
pipeline?
If the answer is yes to either or both, then a
leader keeps listening.
The advantage of a strong value proposition is
that the prospects can qualify or disqualify themselves immediately,
recognizing whether they actually have the problem the seller is promising to
solve.
This will save both the buyer and the seller
time, making it easier to decide whether to continue the conversation or not.
4. Use Strategic Prospecting
Not all sales opportunities are equal. Some
are more likely to close than others.
So, how do you identify the best
opportunities? Through strategic prospecting.
Basically, you must develop a sales
prospecting process for your team to identify, qualify, and prioritize sales
opportunities. Each seller in your team must know and apply predetermined
criteria to divide prospects into those most likely to become clients and those
less likely to purchase.
The actual criteria will vary depending on the
industry and the characteristics of the sales cycle and the ideal customer
profile, but you should at least track the prospect’s past engagement and
buying intent signals during the prospecting activity. Check out our article
on sales forecasting for
some ideas on how to predict which prospects are more likely to buy.
5. Follow up Relentlessly
Follow-up is a vital part of sales
prospecting. Your sales teams need the tools to schedule their next contact and
ensure no conversation slips through the cracks. Sending 6 or 7 emails to a
prospect can triple reply rates compared to sending just 1 or 2, so it is
important to schedule consistent follow-up messages.
That doesn’t mean sellers should pester their
contacts, however. An effort should always be made to accommodate their contact
preferences, so your team needs the tools to unify conversations across email,
text, and instant messaging apps as needed. For example, texting software
to display conversations with clients as chats will
make it easier to track and refer to texts.
WOW! Now I appreciate the importance
of the follow-up when sales prospecting. #sellers must schedule consistent
follow-up messages. Thank you for this fantastic article. CLICK TO
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Sales Prospecting Tools
Studies show that 47% of salespeople spend 4
hours a week on data entry.
This time is a waste of their talents and
training. Repetitive tasks like data entry and early lead qualification don’t
require your reps’ sales skills, so the time spent on these should be
minimized.
With the right sales tools, many of these
tasks can be automated to let your team apply their time and skills where they
are needed most.
Sales prospecting tools help sellers automate
repetitive tasks to save time, engage and deliver the right messages to
prospects. For example, while salespeople should always personalize their
opening message to prospects as much as possible, a resource of proven
templates to serve as a foundation can save a lot of time without compromising
uniqueness.
There are many other sales tools available,
from text expander tools such as FlyMSG, to tools to
find contact details and many other remote selling tools.
FlyMSG, along with our social selling training programs address many of
the challenges modern sellers face when prospecting digitally.
Get started with our free text expander tool
so your team can save time and focus on creating more sales conversations. See
what FlyMSG can do in the short video below.
Sales Prospecting is a Key Skill to Develop
Sales prospecting is all about building
relationships. Sellers need to focus on developing a better understanding of
the prospect’s needs while growing their trust. These skills need to be focused
on the right leads, however. Qualifying leads effectively to decide the right
approach and reduce the time spent on unskilled tasks like data entry goes a
long way to ensuring your team’s time is spent where it has the most
significant impact.
Teaching these sales prospecting techniques to
your team will improve their ability to connect and communicate with potential
buyers, creating more successful sellers as a result.
Mario Martinez Jr. - Mario is the CEO and Founder
of Vengreso. He spent 85 consecutive quarters in B2B Sales and
Leadership. He is one of 20 sales influencers invited to appear in the
Salesforce.com documentary film “The
Story of Sales” launched in 2018. He was also named 2019’s Top
10 Sales Influencers by The Modern Sales Magazine, 2018’s Top 25 Most
Influential Inside Sales Professional and Selling Power Magazine’s 2018 Top
Sales Training and Coaching Consultant. Mario is the host of the
popular The Modern Selling Podcast.
Cathy Schmid - Prospecting is an important activity that all B2B sales
professionals need to do. It is all about starting the conversation to see if
the company is a good fit for your services. It is crucial to prospect
regularly, even if the sales pipeline is full. The leads eventually do dry up
unless you constantly work at it.
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