How to build a high-converting prospecting process

In this article, we’ll explore the fundamentals of creating a high-converting prospecting process within your sales strategy. Prospecting plays a pivotal role in the overall sales cycle by aiming to secure meetings with potential buyers who are not only interested but also qualified to purchase your product or service. The key to success in prospecting is to prioritize quality over quantity. This article breaks down the process into two major phases: Setup and Execution.

Phase 1: Setup

The Setup phase involves laying the groundwork for a successful prospecting process. It comprises three essential components: the Ideal Customer Profile (ICP), the Target Account List, and Unique Insights.

1. Ideal Customer Profile (ICP):

• The ICP is a comprehensive description of your ideal customer, including company profiles, buyer personas, and key questions to ask during initial calls.
• The more specific and detailed your ICP, the better you can target companies facing the precise problem your product or service can solve, leading to a higher conversion rate.

2. Target Account List:

• This list includes companies and contacts that align with your ICP.
• Use external signals such as third-party databases, first-party product usage data, or web scraping tools to identify potential prospects.
• Limit the number of companies on your list to focus on those with strong external signals, typically up to 10 times the size of your current customer base.

3. Unique Insights:

• Unique insights provide data points that connect the use of your product with specific business outcomes.
• Sharing relevant and industry-specific insights is crucial for engaging with senior executives, as data and insights drive their decision-making process.
• Tailor your unique insights to the prospect’s industry, competitors, or their own company for maximum relevance.

Phase 2: Execution

The Execution phase is where your sales team puts the prospecting process into action. It consists of four stages: Research, Outreach, Validate, and Schedule Call. Each stage has specific goals, actions, and exit criteria.

1. Research:

• Goal: Find language that resonates with the prospect.
• Actions: Look for patterns in how prospects describe their roles, responsibilities, and customers.
• Exit Criteria: Identify language that can be used in outreach messages.

2. Outreach:

• Goal: Connect and engage with the prospect.
• Actions: Send a sequence of 4–5 messages through email and LinkedIn, ensuring they are relevant, offer rewards (using insights from the Setup phase), and contain a clear request.
• Exit Criteria: Establish a connected message thread for effective communication.

3. Validate:

• Goal: Confirm the accuracy of assumptions about the contact and company.
• Actions: Verify key details through email to ensure a meaningful conversation.
• Exit Criteria: Ensure that all information is accurate to avoid wasting time.

4. Schedule Call:

• Goal: Arrange a detailed discovery call with the prospect.
• Actions: Create and share an agenda to demonstrate preparation and investment in the prospect.
• Exit Criteria: Secure the commitment to a scheduled call.

Building a high-converting prospecting process involves careful planning and execution. By focusing on quality and aligning your efforts with your ideal customer profile, you can increase your chances of securing meetings with qualified prospects. Remember that prospecting is an integral part of the sales process, and when done effectively, it can significantly contribute to your organization’s success.