Sales prospecting involves proactively identifying, researching, and engaging promising potential new accounts that closely fit target buyer profiles. Prospecting aims to generate new pipeline and expand sales reach.

Prospecting tactics may include tradeshows, online searches, purchased lists, win-back campaigns, advertisements, events, referrals, and cold calls or emails. Technology facilitates prospect data access and outreach automation.

Targeted, persistent prospecting increases sales conversations with qualified leads. Nurtured prospecting relationships convert better than one-off transactions. When executed strategically, technology-augmented human prospecting delivers measurable new business growth.

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