Prospecting is the foundation of B2B sales strategies. Or at least, it should be. Many businesses aren’t prospecting as well as they could be, if at all.
Research-led sales prospecting is a highly targeted, measurable way of identifying businesses for your salespeople to approach. It is important to realise that prospecting is not lead generation.
While prospecting can provide a framework that the sales team can use to qualify leads that come in (as we’ll explore), it is otherwise a distinct activity wholly concerned with finding and approaching the businesses that make up your target audience.