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Sorry, But That’s Not Prospecting

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Earlier last month I was presenting at a regional conference, and I asked everyone to write down their top 5 prospecting activities. After a few minutes, the audience shared their answers and we outlined a list of the answers. The list included the following:

1. Calls

2. Tweets

3. Emails

4. LinkedIn

5. Facebook

6. Letters

7. Networking

8. Entertainment

9. Meetings

10. Instagram

11. Conferences

12. Canvassing

There were several other similar answers that I left off of this final list. I then shared with the audience that my original request to “write down their top 5 prospecting activities” was a trick. You see, there are really only 3 valid ways to prospect. Prospecting, by definition, is the disciplined act of asking for business. Let’s break this down to the three essential components:

Disciplined – It is not sporadic, but intentional and habitual. It is consistent. Top producers make time to prospect every day.

Act – It is an action, and it takes effort. It does not happen independently; but, like discipline – it happens with intent.

Asking – A specific question to secure a commitment to do business, to transact, to represent, etc. Now, given this definition – refer back to the list created by my audience. How many of those activities are disciplined, are an act, and ask directly for business?

The 3 proven prospecting approaches are:

1. Calls

2. Letters

3. Meetings

Everything else is simply marketing. Those activities are very important, and complementary to your prospecting efforts – but they are not asking for business.

Today, challenge yourself to act. Start building your disciplined approach to asking for business.

To learn how you stack up with the prospecting prowess of top producers, download our 5 Minute Prospecting Audit by clicking below!


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