Glossary
What is sales prospecting?
Sales prospecting explained: what it is, how it differs from lead generation, the main prospecting methods, and a simple process to find qualified buyers.
By the GTM Plays teamUpdated 1 min read
Definition
Sales prospecting is the process of finding potential customers, researching whether they fit, and contacting them to start a sales conversation. It is usually done one to one by salespeople, through channels such as LinkedIn, email and phone, and is the first stage of an outbound sales process.
Sales prospecting is the work of finding potential customers, checking that they fit and contacting them to start a conversation. It is the first stage of outbound sales. Prospecting differs from lead generation: lead generation collects interest, often through marketing, while prospecting is one-to-one sales work aimed at specific people.
The prospecting process
- Define who to target with an ideal customer profile.
- Build a list of accounts and people who match it.
- Prioritise by buyer intent, so you contact people showing interest first.
- Research each prospect for a relevant reason to reach out.
- Reach out on the channel they use most.
- Follow up a few times, then stop.
- Qualify the people who reply.
Prospecting methods
Good for B2B, because you can see role, company and public activity. See our LinkedIn cold outreach templates.
Scales well, but deliverability and data quality matter.
Phone
Fast feedback, but harder to reach people.
Referrals and events
High trust, but low volume.
Prospecting vs lead generation
Lead generation is the wider system for creating demand and capturing interest. Prospecting is the part where sales picks specific people and starts conversations. Most B2B teams need both.
Prospecting with GTM Plays
GTM Plays automates the first steps on LinkedIn. Its agent finds people showing intent signals, scores each one for fit against your ICP, writes a message and sends it from your own account. Replies come into one inbox, where you qualify them. Start a 7-day free trial.
Frequently asked questions
What is the difference between prospecting and lead generation?
Lead generation attracts or collects potential buyers, often through marketing. Prospecting is the sales work of finding, researching and contacting the right ones, usually one to one.
What are the main prospecting methods?
Cold email, LinkedIn outreach, cold calling, referrals, events and following up on inbound or intent signals.
How much time should reps spend prospecting?
It depends on the role, but outbound reps typically spend a large share of their week on it. Good targeting and tooling reduce the time per qualified conversation.
What makes prospecting effective?
A clear ideal customer profile, a relevant reason to reach out, a short message and consistent follow-up.
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