3 Prospecting Strategies and Why They’re Effective

High Performance Prospecting Strategies  

Prospecting is how companies find new business—it’s the process of searching for potential buyers for your company. But you’re not looking for just any customer. Prospecting identifies buyers who would be a good fit for your products, which increases the effectiveness of your sales and marketing efforts. This is crucial for any company’s success.

Read on to discover the three key steps to high performance prospecting. 


Start by determining your goals for your prospecting efforts. What concrete results do you want to see? Set a quota that you want to reach, and then make a concrete plan detailing how you will reach that quota.

Create a short, 1-2 page GOSPA (Goals > Objectives > Strategies > Plans > Activities) to solidify your plan to reach your prospecting quota. You must directly connect Objectives with Activities using realistic numbers and ratios. 

By creating a detailed and concrete prospecting plan, you lay the foundation for your success. This process ensures that your prospecting efforts will deliver demonstrable results.


Now that you have identified your likely buyers, it’s time to catch their attention. This step involves your company’s value proposition, which identifies your unique offering to customers. What do you have to offer? What can you do better than everyone else? What’s your specialization? This is what your value proposition should explain.

Sales calls are one of the most effective ways to intrigue buyers. They’re quick, easy, and they give you the chance to connect with buyers as individuals. Plus, responses to sales calls demonstrate more interest than responses to emails. So, you receive higher quality leads from your sales calls, which is exactly what you want your prospecting strategies to deliver.

You might be wondering, what if they don’t pick up? If your call is sent to voicemail, that’s no problem—just leave your 10-second value proposition as a voicemail. A well-crafted value proposition will generate interest in any format.

Qualifying and Scheduling

All the processes you’ve completed up to this point work toward the ultimate goal of making a sale. Now, you must ensure that your planning and hard work will pay off.

Create a clear qualifying process that prioritizes the most important, must-have criteria for your leads before the nice-to-haves. You want your prospecting strategies to result in highly qualified leads who are motivated to schedule appointments with sales. Keep this goal in mind as you determine your qualifying criteria.

Prospecting: Final Thoughts

Planning, intriguing, qualifying, and scheduling: these are the key ingredients for your high performance prospecting strategy. Throughout each step, remember your ultimate goal of increasing sales—this will substantiate your decision-making as you build your prospecting strategy. When done right, prospecting strategies will increase the efficacy of your marketing campaigns and deliver more qualified leads to your sales reps. 

To read the complete guide to high performance sales and marketing, download this playbook