Sales Prospecting Plan

Prospecting plans are the key to a successful sales pipeline. In the sales world, the sales prospecting process is all about finding new sales opportunities and developing relationships with potential customers. A sales prospecting plan is a clear and detailed strategy for identifying, researching, reaching out to and qualifying potential customers.

It’s an incredibly important tool for many sales reps, as it helps you to focus your efforts, stay organized and maximize results. It helps you target the most qualified prospects and establish clear goals for each outreach effort. It also helps you track the progress of your sales prospecting efforts and make adjustments as needed.

Generally, a good sales leader will develop the sales prospecting plan for the sales team. If you are a sales rep and find yourself without your own sales prospecting plan, then you need to create one for yourself! Here are the basics components that are included in an effective sales prospecting plan that is focused on lead generation.

Your Target Market

Who are you trying to reach? Identifying potential customers to add into the sales funnel starts with establishing who your ideal customer is by defining their firmographics, demographics, interests, and challenges. This is also called an ideal customer profile or ICP for short. Understanding what problem your product or service solves in the market will help you understand how to define your ICP target market. It’s always a good idea to make sure you define your ICP in a way that you can easily filter to find them in a commercially available prospecting database. For example if you determine that an IT director at a mid market software company based in the US is the best fit ICP buyer persona for what you are selling, then you need to be able to find those in a database. So be sure to check that the descriptive properties of your ICP are easily found in commercially available prospecting databases.

Prospecting Channels

Where will you reach out to potential customers? Consider different channels like cold calling, email marketing, text messaging or social media. Some potential buyers are more active in one prospecting channel more than others so it is a good idea to do some research and test which works best for you based on your ICP. It’s also important to validate that you can get the contact information for the channel you want to use. For example, if you cannot source a prospects email address, then you won’t really be able to use email as a sales prospecting channel. Here are the most common prospecting channels:


Email is one of the most commonly used media types for sales prospecting. It allows you to quickly and easily reach out to potential customers and introduce yourself and your company.


Text messaging is a great way to reach out to your prospects. It’s fast, convenient, and can provide a more personal touch than email. Text messaging can be a bit sensitive to some potential customers, make sure this is a viable and acceptable channel for your market first before you start prospecting with text messaging.

Voice Audio:

Voice audio is another great way to get your message across. It’s a great way to introduce yourself and your company to potential customers. Typically this is done through cold calling but now LinkedIn also gives you the ability to leave a voice message instead of sending a written message on their platform. If you have not tried the LinkedIn voice message yet, give it a try, you are missing out on a very effective sales prospecting strategy.


Video is a powerful tool for sales prospecting. It allows you to present your company and product in a super personal, polished, professional manner and provide potential customers with a more visual representation of your offering.

Social Media:

Social media is a great way to reach out to potential customers. You can use it to provide information about your product and to engage with existing customers.

Direct Mail:

Direct mail is a great way to reach out to potential customers. It can be used to provide more detailed information about your offering or to provide discounts to potential customers.

Prospecting Process and Outreach Strategies

How will you reach out to potential customers? Develop a clear message strategy for each channel and decide on the appropriate sales pitch and the best time to execute them. For example, you may want to consider not reaching out to your prospects from 1:00 PM to 3:00 PM.

Most sales process and prospecting outreach strategies today are multi-channel, multi media and multi touch. The goal of multi-channel prospecting is to increase the chances of sales professionals connecting with potential customers and to improve the overall effectiveness of the sales process. By using multiple channels, sales teams are able to better target their prospects, create more meaningful connections, and ultimately drive more revenue for the company. It’s often comprised of a cadence of activities in a specific order over a defined period of time.

Goals and Metrics

What are your goals and how will you measure success? Establish clear goals for each outreach effort and track the metrics that will help you gauge progress. What you really want to be able to figure out is what effort you put in will yield what expected results for your efforts. Once you have this figured out, you will be able to build predictable revenue from your sales prospecting efforts on a regular basis.

Follow up and nurture

Most sales prospecting plans don’t include a solid follow up and lead nurture process. Intact 48% of sales reps never follow up past the first attempt. Successful sales prospecting strategies are all about getting the right message to the right person at the right time. So what if you got the right person but wrong time? That is when a well organized follow up strategy to nurture prospects with value added content is crucial to your success.

Sales prospecting plans are an essential tool for sales reps to effectively target and qualify potential customers. Without one, you could find yourself spinning your wheels and wasting your time generating leads that don’t qualify or don’t fit your ideal customers profile.

With a clear, detailed and effective prospecting strategy, sales reps can create an efficient and effective plan that will help them reach their goals and maximize their results. Prospecting plans should include components such as defining a target market, identifying prospecting channels, establishing outreach strategies, setting goals and metrics, and planning a follow-up and nurture process. With the right plan in place, sales reps will be well on their way to successfully hitting their sales targets and goals.

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