You can be on Entrepreneur’s cover!

8 Ways Salespeople Can Keep Generating Leads To continually have a pipeline of potential leads, salespeople have to always be prospecting.

By Ken Thoreson

entrepreneur daily

This story originally appeared on Salesforce

Last week, during a client's sales meeting, we got into a discussion regarding pipeline values. Needless to say, the number of prospects and dollar values were insufficient to achieve the overall corporate revenue objectives.

Several of the salespeople blamed marketing for not generating enough quality leads (ever hear that before?). As the discussion of "territory development" evolved, several of the salespeople simply didn't feel it was their responsibility to prospect because of the futility of cold calling and event marketing.

In many organizations, marketing is expected to develop leads via a well-messaged nurturing campaign with a quality database and an objective, in order to set up the salesperson with a highly qualified opportunity. In this format, there may be a series of marketing campaigns, tele-salespeople and a well-designed CRM reporting system. In other organizations, there is limited marketing of this nature, with an expectation that sales will build relationships that lead to additional business opportunities. The question is, as a sales manager, how should you structure your sales team's expectations around prospecting?

Related: Want to Hire Killer Salespeople? Follow These Steps.

First, it depends. What is your sales process? Are you selling large accounts with a complex sales cycle or are you more transactional with short sales cycles selling to small business? Are you territory-based or open territories? Your business type will alter what works.

Second, it is my belief that salespeople need to prospect continually: the real question is how.

I have listed below eight tips for how salespeople can keep prospecting.

1. Networking

Every salesperson should attend one networking event a month; this should not be negotiable.

2. Circles of influence

Develop a list of individuals who can influence your sales opportunities or refer business to you. Depending upon your industry, these could CPAs, commercial real estate brokers, contractors, architects, etc. Each of these individuals need to be contacted at least once a quarter.

3. 20/20 plan

Each salesperson sends two distinct direct mail pieces referring to your products/services to 20 suspects: 20 pieces one week, 20 the next week. The third week, the salesperson calls the 20 suspects. This process is repeated each week.

Related: 5 Simple Sales Lessons for Non-Salespeople

4. Thought leadership events

Schedule one breakfast event a month with a topic based upon thought leadership marketing. This event is driven by marketing, but the salesperson is responsible to call and invite individuals to the meeting. This gives the salesperson a reason and message to communicate to their prospects.

5. Referrals

The salesperson should ask their customers for referrals twice a year.

6. "Bus-ecosystem"

Each salesperson should develop relationships with three to five other salespeople who sell non-competitive, but related products or services in a common marketplace.

7. "Who you know" list

Each salesperson should create a list of everyone they know: friends, business associates, professionals. Then hold a sales meeting idea to come up with "titles" of individuals your sales team might know. Make sure these contacts know what you do and what problems you can solve using a personal letter.

8. Review calendars

Set aside some time to review your calendar for the past 12 months, you might find someone you had forgotten to follow up with.

Related: Four Signs a Sales Pro Will Be a Good Hire (Hint: Think Money)

Ken Thoreson

Consultant and Author

Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 16 years, his consulting, advisory, and platform services have rejuvenated the sales efforts for partners throughout the world. His book Leading High Performance Sales Teams is a best seller.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This Dad Started a Side Hustle to Save for His Daughter's College Fund — Then It Earned $1 Million and Caught Apple's Attention

In 2015, Greg Kerr, now owner of Alchemy Merch, was working as musician when he noticed a lucrative opportunity.

Business News

I Designed My Dream Home For Free With an AI Architect — Here's How It Works

The AI architect, Vitruvius, created three designs in minutes, complete with floor plans and pictures of the inside and outside of the house.

Business Solutions

Get an Extra 20% Off the Price of Microsoft Office for Mac or Windows Through April 16

Boost your productivity with special pricing on these proven products.

Management

The Best Communicators Follow These 3 Rules When Talking to Those in Authority

Here's to turn a communication mishap into a powerful communication framework.When you are clear about the kind of communication you need, it's easier for people to say the right things and take the right actions.

Business News

X Is Suddenly Prohibiting Users From Hiding Their Blue Checkmarks

Earlier this month, X gave blue checkmarks to accounts with over 2,500 verified users — regardless of whether or not they opted in.

Growing a Business

Bantam Bagels' Founder Fell Into a Mindset Trap 'People Don't Talk About' After Selling the Now-Defunct Business for $34 Million — Here's What Happened

Elyse Oleksak and her husband Nick founded their mini bagel business in 2013 — and it was an instant hit.