
The Sales Prospect Has Changed, and We Need to Catch Up
Sales prospecting isn’t what it used to be. Gone are the days when calling 200 phone numbers or blasting out generic emails was enough to fill the pipeline. Back then, sheer volume was the strategy — and it worked. Today, that playbook is obsolete. Sales professionals must evolve, or they’ll be left behind.
Why? Because the modern prospect has changed. They’re more informed, more selective, and harder to reach. They place a far higher value on their time. If we want to succeed in this new era, we need to stop treating people like numbers on a call list and start building genuine, thoughtful connections.
This hasn’t actually changed that much, and the best business have always known this, but its definitely time for the rest to catch up.
The New Prospect Is in Control
First, let’s address the obvious: prospects are no longer tethered to their phones or emails. They’re spread across digital platforms like LinkedIn, Twitter, and even messaging apps, and they decide where they want to engage. We can’t expect them to adapt to our outreach methods; we have to meet them where they are.
Second, they’re overwhelmed. Inbox fatigue is real. A Harvard Business School study found that email traffic has increased during the pandemic, with messages being sent more frequently, to more recipients, and often after hours. Prospects are inundated, and our outreach risks being buried under a flood of competing messages.
Finally, the bar for engagement is higher than ever. The pandemic taught all of us to value meaningful interactions over surface-level chatter. Prospects want to feel like more than just a name on a list; they expect authenticity and relevance.
A New Approach to Prospecting
So, what’s the solution? The answer isn’t to abandon prospecting altogether — it’s still a vital part of the sales process. But we need to rethink how we do it.
1. Personalisation Is Non-Negotiable Personalisation has moved from a “nice-to-have” to a “must-have.” It’s not just about account-based marketing anymore; it’s about account-based sales. This means understanding their company, their challenges, and even their communication preferences.
2. Technology Is Your AllyLet’s face it: keeping track of every interaction with every prospect is impossible without the right tools. Customer relationship management platforms are essential for staying organised and ensuring you have the context you need to deliver meaningful outreach. Without them, you’re flying blind. So if you have one, please stop playing lip service to it. And remember, LinkedIn is the database everyone owns, its not special anymore.
3. Research, Research, Research A little homework goes a long way. Of course, start at their websites. But, if you’re reaching out to a listed company, dive into their investor reports. For smaller businesses, set up Google Alerts and scour their press releases, and social media feeds. The more you know, the more value you can bring to the conversation — and the more likely you are to stand out.
4. Be Flexible With Channels Not everyone wants to take a call, and not everyone lives in their inbox. Some prospects might respond best on LinkedIn, while others prefer a handwritten note or even a thoughtful gift. The key is to experiment and adapt. If one approach doesn’t work, try another. There is no wrong way to try.
It’s Time to Step Up
The truth is, sales prospecting has become harder. It takes more time, more thought, and more effort than ever before. But that’s the reality of the modern sales landscape. Prospects demand better — and if we want their attention, we need to deliver better.
The days of high-volume, low-effort outreach are over. Success today requires a smarter, more strategic approach. It’s not easy, but if we embrace the challenge, we’ll build stronger relationships, close more deals, and ultimately, thrive in this new era of sales.
So, what do you think?