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15 Sales Prospecting Best Practices in 2024

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If you find prospecting to be the most challenging aspect of your job, you’re not alone. Over 40% of all salespeople agree that it’s the most difficult part of the entire sales process (followed closely by closing and qualifying).

Here are some best practices to transform the most challenging part of your day into a smooth process:

1. Use Emotional Triggers

Tapping into your target buyers’ reputation, power, and fears is a best practice in sales prospecting.

Common emotional triggers used in sales:

  • FOMO (fear of missing out): Example – Most companies in your industry are already using influencer marketing and are seeing an increase in sales; are you looking to train your marketing team?
  • Status: Example – Is your office furniture outdated? We have furniture to make you look more professional
  • Time: Example – Instead of spending hours uploading files to your database manually, use our service and get back more time in your work day.

2. Get Contact Details and Company Intel

Are you using multiple prospecting tools just to get basic contact details and firmographics for one lead? Lusha makes sales prospecting easier by providing accurate B2B contact details and firmographics. Whether you’re prospecting on LinkedIn, B2B websites, or Gmail, Lusha will give you direct email addresses, cell phone numbers, and important company intel.

3. Keep Your Pipeline Fresh with the ‘30-day Rule’

Ensure your sales pipeline stays full by following the ‘30-day rule’: prospect for thirty days and see the results within the next three months.

4. Prospect Daily with Time-Blocking

Use time blocking to prioritize high-value tasks. Focus solely on prospecting, prioritize your lead list, and schedule both deep and shallow tasks to make the most of every minute.

5. Look Closer to Home

Another best practice is to look for new business internally. Old leads that haven’t converted into sales may still be valuable. Use a bulk-enrichment tool to provide updated contact details and firmographics.

Consider implementing an internal referral program to encourage employees to identify potential prospects within their networks. This can uncover hidden opportunities and strengthen your connection with existing clients.

6. Focus on Quality of Prospects, Not Quantity

Prospecting is a quality-over-quantity game. Develop ideal customer profiles (ICP’s) based on budget/revenue, industry vertical, company size, and legality.

Additionally, conduct thorough research to understand your prospects’ pain points and challenges. Tailor your approach to address their specific needs, increasing the chances of a meaningful engagement.

7. Create a Stronger Lead Qualifying System

The most important sales prospecting strategy is lead qualification. Use a lead enrichment tool and establish a comprehensive lead-scoring system between your marketing and sales teams.

Regularly review and update your lead qualification criteria based on evolving market trends and customer feedback. This ensures that your sales team is focused on the most promising opportunities.

8. Heat Those Cold Calls Up

Cold calls are still effective. Do your research on the company and prospect beforehand. Use Lusha’s Intent signals to see if a company is actively searching for solutions like yours.

Personalize your cold calls by referencing recent industry news or developments related to the prospect’s business. This demonstrates that you’ve invested time in understanding their challenges and positions your call as more than just a sales pitch.

9. Become a Thought Leader

Thought leadership is a fantastic sales prospecting method. Post regularly on LinkedIn to build credibility and trust with prospects. According to one LinkedIn study, thought leadership content drives awareness and contributes to the top-of-the-funnel strategy.

Engage with your audience on social media by participating in relevant discussions and sharing valuable insights. Establishing yourself as a thought leader not only attracts potential customers but also strengthens your brand’s reputation.

10. Social Media is a Must

Squeeze as much juice out of your social media platforms as possible. Follow 4 tips for prospecting on social media: schedule your posts, personalize your outreach, test different approaches, and narrow your target audience using filters.

Explore emerging social media platforms that align with your target audience. Being an early adopter can give you a competitive edge and open up new avenues for prospecting.

11. Use Your Expertise to Answer Q&A Forums

Participate in online forums to find prospects. Offer valuable solutions and answer questions related to your industry. Your expertise will showcase your authority in the field and attract potential buyers.

Create a content calendar for forum engagement, ensuring consistent and helpful contributions. This not only expands your reach but also positions you as a go-to resource for industry-related queries.

12. Personalize Your Outreach

Personalization is key to successful sales prospecting. Use the prospect’s name and reference their company’s pain points in your outreach. Show them you’ve done your homework and are genuinely interested in helping them solve their problems.

Implement advanced personalization techniques, such as dynamically generated content based on prospect behavior. Leverage data to tailor your messages further and increase engagement.

13. Leverage AI and Automation

Take advantage of AI and automation tools to streamline your prospecting efforts. Use AI-driven analytics to identify patterns in customer behavior and preferences. Automate routine tasks, such as email follow-ups and data entry, to save time and enhance efficiency.

Regularly evaluate and update your AI tools to stay ahead of the curve and leverage the latest advancements in technology.

14. Continuous Learning and Adaptation

Stay updated on the latest sales prospecting trends and technologies. Attend industry conferences, webinars, and training sessions to enhance your skills. Embrace a growth mindset and be open to adapting your strategies based on changing market dynamics.

Encourage a culture of continuous learning within your sales team. Foster collaboration and knowledge-sharing to collectively elevate the effectiveness of your prospecting efforts.

15. Measure, Analyze, and Optimize

Implement a robust analytics system to track the performance of your prospecting activities. Measure key metrics such as conversion rates, response rates, and customer acquisition costs. Use this data to analyze the effectiveness of your strategies and identify areas for improvement.

Regularly optimize your prospecting approach based on data-driven insights. A proactive approach to performance analysis ensures that you stay ahead of the competition and continually refine your tactics.


Sales prospecting is a dynamic and evolving process that requires a strategic and adaptive approach. By incorporating these best practices into your prospecting strategy, you can enhance the efficiency of your outreach efforts and build lasting relationships with potential customers.

Remember, successful sales prospecting is not just about quantity but the quality of your interactions. Invest time in understanding your prospects, tailor your approach to their needs, and leverage technology to streamline your efforts.

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