Before the First Sales Call

Prospecting

1. Build a Targeted Lead ListIdentify accounts that match your ICP before outreach begins — quality targeting saves time and dramatically improves conversion rates.
   • Use LinkedIn Sales Navigator, Apollo, or Clay to build a list of the right contacts at the right companies
   • Filter by company size, industry, funding stage, and job title to match your ICP precisely
   • Export and organize your list in your CRM before any outreach begins
   • Aim for a focused list of high-fit accounts rather than a broad spray of marginal ones
2. Research Each AccountPersonalized outreach requires real research — generic messages get ignored and signal you don’t understand the buyer.
   • Review the company’s website, recent news, and funding status before reaching out
   • Understand the contact’s role, tenure, and any recent activity on LinkedIn
   • Identify a specific business pain or trigger event you can reference in your message
   • Note any mutual connections, shared investors, or relevant customers you can reference
3. Prioritize by Fit and TimingNot all leads are equal — focus energy on accounts with the clearest pain, right profile, and strongest signals of buying intent.
   • Score accounts by ICP match: industry, company size, and job title of the buyer
   • Look for buying signals: recent fundraise, new hire in a relevant role, or job postings that indicate the pain you solve
   • Deprioritize accounts with poor fit even if they seem reachable — they drain pipeline quality
   • Review and update your prioritization weekly as new signals emerge

Initial Outreach

1. Craft a Compelling First MessageYour opening message sets the tone — short, specific, and prospect-centric messages consistently outperform generic templates.
   • Keep it to 3–5 sentences: one hook, one pain statement, one value prop, one CTA
   • Reference something specific to their business — a recent hire, funding, news item, or stated priority
   • Make the ask frictionless: a 15-minute call or a simple yes/no question
   • No attachments in the first message — links or attachments trigger spam filters and signal bulk sending
2. Build a Multi-Touch CadenceA single email rarely converts — a structured 3-stage sequence keeps you visible without being annoying.
   • Stage 1: Initial outreach with a specific, personalized hook
   • Stage 2: One follow-up that adds value — a relevant case study, data point, or insight
   • Stage 3: A "breakup" message that creates urgency and asks if timing is the issue
   • Space touches 3–5 business days apart to stay top of mind without overwhelming
3. Follow Up With ValueEach follow-up should add something new so the prospect has a reason to engage beyond just being reminded you exist.
   • Share a relevant case study featuring a similar company or use case
   • Include a compelling data point or industry stat tied to their pain
   • Send a short personalized video walk-through of your product for their use case
   • Ask a thought-provoking question to spark a reply — never send a "just checking in" message

First Call Preparation

1. Define Your ObjectiveEvery call needs a single clear goal — without it you leave with vague next steps and a stalled opportunity.
   • Decide before the call: is this a qualification call, discovery call, or demo call?
   • Define success — what specific outcome (booked demo, confirmed budget, agreed next step) means this call worked?
   • Write your goal at the top of your call notes so you stay on track
   • Share a brief agenda with the prospect in your calendar invite so expectations are aligned
2. Prepare Your Discovery QuestionsWell-crafted questions uncover pain and build trust — they signal you’re a consultant, not just a salesperson.
   • Write out 5–7 open-ended questions covering pain, current workarounds, decision process, and timeline
   • Structure questions to go from broad (their business) to specific (the problem you solve)
   • Prepare follow-up probes for each question so you can go deeper when they give a short answer
   • Have questions ready but don’t read from a list — internalize them so the conversation feels natural
3. Review Their Recent ActivityArriving with relevant context shows respect for the prospect’s time and dramatically improves first-call rapport.
   • Check their LinkedIn profile for recent role changes, posts, and shared connections
   • Review the company’s website, press releases, and job postings for relevant signals
   • Check if they’ve engaged with your marketing content — website visits, email opens, or content downloads
   • Note one or two specific things you can reference in your opening to demonstrate genuine preparation

Cross-Department Alignment

• Align with marketing on content and resources to share with the prospect before or after the call.
• Confirm with product any technical questions the prospect might raise and how to address them.
• Loop in customer success on relevant customer stories or case studies that match the prospect’s profile.
• Ensure your CRM is updated with all contact details, meeting notes, and next steps before the call.