Prospecting
What to consider when prioritizing prospects
Consider business fit, current information and the purpose of your first conversation when researching prospects.
Start with business fit
Not every business will be an equally good fit for your service. Consider industry, territory, business size and the service you offer together. A useful prospect list identifies businesses with which your team can start a relevant conversation.
Before reaching out, explain your reason for contacting the business in one sentence. Let that reason guide your preparation and first questions.
Separate observation from interpretation
Finding a contact form is an observation. Concluding that a business needs a new website is an interpretation that needs further investigation. Do not present both with the same level of certainty before a conversation.
When preparing an offer, record the observation with its source and check date. If a team acts on an interpretation, write it as a hypothesis to validate during the conversation.
Be explicit about missing evidence
A missing email does not prove that a business has no email. An inaccessible website does not necessarily mean the business has closed. Recording a missing field or failed check explicitly helps avoid premature exclusions.
Choose a next step that matches the uncertainty: revisit a source, research another contact channel or leave the record for later. Treating every missing field as an opportunity increases list size without improving decision quality.
Make freshness part of the decision
Phones, websites and social profiles change. Revisit the selection reason before an important call or proposal. If the check is old, keep that limitation visible in the preparation notes.
Share what you learn from conversations with your team. Updating priorities around actual customer needs helps make the next round of research more focused.
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