Most sales teams aren't struggling because they don't prospect.
They're struggling because they sound like everyone else.
Buyers receive dozens of cold emails, LinkedIn messages, and phone calls every week. If your outreach sounds the same as everyone else's, you're competing for attention instead of earning it.
At Sandler, we believe prospecting isn't about selling—it's about starting the right conversation.
If you want a stronger pipeline, try these three prospecting plays.
1. Lead with Insight, Not Your Pitch
Instead of talking about your company, start with something that matters to them.
Try sharing:
An industry trend
A business challenge you're seeing repeatedly
An observation that creates curiosity
Sandler POV: Great sales conversations begin with relevance—not presentations.
Want to learn how to build prospecting conversations that buyers actually respond to?
2. Qualify Instead of Convince
Too many salespeople try to persuade every prospect.
Top performers don't.
They determine whether there's a mutual fit.
When you remove pressure:
Prospects become more honest.
Qualification improves.
Forecasts become more accurate.
You spend time on real opportunities.
My Take: Throughout my career in executive sales and technology consulting, I've found that confidence comes from knowing you don't have to win every deal. The right prospects appreciate a professional who isn't trying to force a sale.
3. Create Familiarity Before You Ask for Anything
Instead of asking for referrals or immediately requesting a meeting, demonstrate that you understand your prospect's world.
Talk about:
Common business challenges
Industry trends
Similar problems you've helped clients solve
People trust professionals who understand their business—not those who simply pitch their services.
Sandler POV: Bonding and rapport are earned through curiosity and credibility, not small talk.
Looking for a repeatable prospecting process your team can use every day?
👉 Explore Our Sales Training Programs
The Goal Isn't More Meetings
The goal of prospecting isn't to sell.
It's to determine whether someone has a problem worth solving.
Focus on:
Creating curiosity
Building trust
Qualifying quickly
Agreeing on clear next steps
That's how you build a healthier pipeline—and a more predictable business.
Ask Yourself This...
If you listened to your team's prospecting conversations today...
Would they sound different from your competitors?
Or would buyers struggle to tell them apart?
Small changes in approach can dramatically improve the quality of conversations—and ultimately, the quality of your pipeline.
Ready to Improve Your Prospecting?
Whether you're building a prospecting process from the ground up or helping an experienced team improve results, I'd be happy to help.
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