How to Build an Effective Sales Prospecting System

The purpose of your prospecting system is to find the right people to sell to, make a connection with them and ultimately make a sale, or many.

It’s a proactive and disruptive approach to wining new business. Disruptive because it involves a ‘push’ approach, meaning you’re approaching your prospects and they aren’t necessarily looking for what you’re selling at the time you approach them.

Sales Prospecting


If your sales team is lucky you will have provided an excellent marketing system that delivers a constant stream of well qualified prospects, but if, not this is a crucial skill set that needs to be developed within your sales team.

Even if your business does have an effective ‘inbound’ (attraction marketing) system there’s solid reasoning behind establishing a proactive ‘outbound’ approach to your marketing activities.

Getting it right is important though, as the wrong approach can create bad impressions about your business and waste valuable time, money and energy

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To maximise your results in your sales prospecting system consider the following tips:

  • Have a clearly defined target customer and know why they would want to buy your product
  • From your target customers’ point of view consider the most logical, appealing and polite way to approach them
  • Build a database of potential and existing prospects, as this can save massive amounts of time and create leverage through momentum
  • Be methodical and systematic. It’s critical to develop and continuously refine your prospecting process, particularly in the early stages as you’re learning which parts of your process are working and which parts need improvement.
  • Be consistent, build and maintain momentum. Set minimum activity targets and ensure you stick to them. This will make it easier to monitor and measure your results.
  • Remember Sales Prospecting is a numbers game and there will be more ‘no’s’ than ‘Yes’s’. It’s just the nature of Push style marketing, don’t take it personally.