If Sales People Aren't Prospecting Everyday, They Aren't Selling

"How often should a sales person prospect?" -- Name Withheld

I don't usually outright laugh when I get a question from a client, but this was outrageous. My belly hurt so bad, I couldn't stop, until I realized the client was serious. To protect the innocent (or misinformed) this goes to everyone who has ever wondered, "How often should a sales person prospect?"

The obvious answer at least to those who work with me is "Everyday" -- however, many sales people will tell you that this isn't necessary. These same sales people are under the delusion that they can meet their numbers without effort.

I'm here to tell you, if you aren't prospecting daily, you're not selling. As the marketing folks snicker, I say to you -- the same goes for lead generation!

When you constantly draw in new prospective buyers, your lead generation funnel will overflow with opportunity. Even better, it gives you the opportunity to choose better customers, charge premium prices, and creates demand for your products or services.

Imagine having a backlog of work that goes out months, even years. That's what successful software engineering firms do, that's what the strongest government contractors do, and that's what you should be doing too. Profitable companies reach this point by prospecting everyday -- 365 days a year!

Sales trainer Tom Hopkins says, "20 a day, belly-to-belly." To which most sales people reply, I just don't have time. When I work with clients on this issue, I have to ask, "Time for what … to limit your choices, to restrict your opportunity, to go out of business?"

When sales people prospect everyday (at least every workday), they prevent the income rollercoaster often seen by commissioned professionals. The solid stream of new prospects makes up for lost opportunities, keeping an individuals sales funnel strong for months to come.

• A weekly prospecting letter to qualified individuals with a specific offer to respond for an appointment;
• Telephone prospecting for 1 hour a day each morning to people in a specific group most likely to become customers;
• Sending a prospecting post card reminding individuals in your CRM system about a new product or change;
• Holding a small group demonstration of your product or service to a hand selected group of qualified buyers;

… it should be a daily activity, first thing, before a sales person does anything else.

Whatever prospecting technique you use, choose various methods you put into action every day. This means one day you send prospecting letters, the next for telephone prospecting, and another for a fax broadcast or client/prospect newsletter.

More prospects also forces a sales person to improve their time management, become more effective, and delegate non-selling activities. Even if you have a huge complex high-tech offer, prospecting everyday gives you choice, and with the right sales people, you can always hire more people to deliver what you sell.

Maybe you have a large geographic territory to cover or don't feel you can effectively prospect for leads everyday -- then I highly recommend "17 Easy Ways to Generate Leads and Get New Customers" -- it blows away any excuse you might have while making what ever lead generation you do that much more effective.