PROSPECTING


Sales Reps Coming up Short on Resources Needed for B2B Prospecting


JULIE THOMAS


It takes a good amount of time and tenacity to properly conduct business-to-business (B2B) outbound sales prospecting. Today’s sales professionals, however, often come up short on both. They understand what it now takes to land a meeting (and subsequent sale), but they aren’t always doing it.


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That was among the key findings in a research report released this fall that shows a majority of sales profes- sionals are too quick to abandon (or even start) cold calling – and devote too few hours weekly to prospect- ing. This despite cold calling ranking second (behind client referrals) in prospecting effectiveness.


In some ways, the survey of 160 U.S. sales professionals in various sales roles and industries – conducted by sales training provider ValueSelling


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