Stop Waiting for the Phone to Ring

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A guide to sales prospecting in the digital age

By Andrea Hill

Prospecting is the act of searching for new qualified customers. The definition alone tells you how important it is, yet in most businesses, prospecting is neglected. Part of the problem is that people tend to confuse promotion with prospecting. And while you can achieve some prospecting with promotion, they are not the same thing. The challenge has become greater as businesses shift more and more of their sales and marketing budgets to online channels. In most cases, the things we have the least skill at (or pay the least attention to) suffer most during times of major change. This is definitely true of prospecting.