How I Always Have a Full Pipeline of Sales Leads | Selling Made Simple Selling Made Simple And Salesman Podcast

Ask a brand-new sales rep what the most important skill is and you know what he’ll say? “Closing.” That’s what we always hear, right? But ask a 20-year vet who’s seen a thing or two and they’ll tell you it isn’t the closing. It’s the prospecting.

As Founder of Tenbound David Delany told me –

“If you’re able to do your own prospecting, you'll never starve.”

But I’d even take it one step further—nail down how to prospect like a pro, and you’ll live like a king.

Now prospecting is one of the most valuable skills you can learn in your entire sales career. As Cardone Enterprises VP of Sales Jarrod Glandt shared – 

“I would rather have a salesperson that could get in the door and create an opportunity in the first place, than somebody who sucks on the front side of it but is average at the end.”



Which is why we created the Sales Prospect List Building Framework. This framework is just four steps. And if you want to take a deeper dive into the strategies and techniques we’re talking about here, I suggest you head over to the link in the video notes below to read the full guide.

Alright with that disclaimer out of the way, let’s jump into the framework.

1. Refine Your ICP

Now step one is refining your ICP or ideal customer persona. These are essentially your perfect buyers. And they’re the prospects you want to be focusing on the most.

Here are some qualities to look for when trying to identify your ICP:



Are easiest to close

Have the pain point you’re solving

Understand your product’s value

Offer the fewest objections

Are urgently ready to buy



All of these attributes up to 1) a shorter sales cycle, 2) higher profit margins, and 3) an easier, less stressful sales process for—that’s right—you.

Now, identifying your ICP takes a bit of work. But you can start by looking at past customers with the shortest contact-to-sale cycle. From there, you can bring in more data points by considering how large the sale is, whether they’ve become repeat buyers, and if they provided a glowing testimonial or referral.

For an even more in-depth dive into defining your ICP, be sure to check out our Value Proposition Design Framework. It’s got an entire step dedicated specifically to finding your perfect buyer.

Okay so once you’ve got about 20 to 40 past customers, it’s time to figure out what they have in common. To do that, you’re going to list out seven components for each:



Job Title

Industry

Location

Company Size

Current Goals

Main Pain Points

Previous Solution



A lot of this info you can get with a bit of online research. But some—like previous solutions, main pain points, and current goals—may require an actual phone call.

Once you have that info for everyone, you’ll need to cross reference and look for similarities between your perfect buyers. What criteria do they have in common? What are some general trends you see among the majority of them?

Details don’t have to align perfectly here. But the closer the match, the easier step two will be.

2. Create Your Test Audience

With your ICP outline detailed, now it’s time to create your test audience.

Essentially, you want to build a small list of prospects that match your ICP and then validate that list by entering them into your sales cadence. Depending on the success rate of your outreach, you can then scale up your audience or go back to the drawing board and refine your ICP to get better results.

So the question is, how do you build that list? And the answer is LinkedIn Sales Navigator. LinkedIn Sales Navigator is a fantastic sales tool I can personally vouch for.