Growth Tips: Separating prospecting from selling

How to get salespeople off the revenue rollercoaster.

November 27, 2013   by Andrew Shedden

Salespeople do not like prospecting and will try to avoid it at all costs.

Can you blame them? Prospecting can be quite a grind. You may have noticed your salespeople do want to sell, but they don’t want to prospect. This leads to the typical roller coaster in your sales pipeline. It also creates two bad outcomes: either your salespeople are prospecting and not selling, or they are selling and not prospecting. Fortunately getting your salespeople (and your company) off the revenue roller coaster is pretty easy.

1. Commit to separating lead generation and qualification from selling.

2. Create a company-wide universal definition of a qualified sales-ready lead.

3. Hire and train a sales development representative (SDR) to perform outbound prospecting.

4. Have the SDR tightly qualify prospects and only pass qualified prospects to salespeople.

5. Monitor, measure, make adjustments, and repeat.

6. Be empathic as your SDRs are taking the brunt of the rejection.

Andrew Shedden is an industrial marketing consultant who helps manufacturing and industrial (B2B) companies increase profitable growth. For free business growth resources visit his website at

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