If your pipeline is thin, the default reaction is predictable: “We need more prospecting.”
It sounds logical. It sounds urgent. It sounds like leadership.
It is also incomplete. And incomplete direction creates inconsistent execution!
The Real Problem With “More Prospecting”
Prospecting is one of the most misused words in sales.
- For one rep, it means cold calls.
- For another, it means sending email sequences.
- For another, it means asking for referrals.
- For someone else, it means posting on LinkedIn and hoping inbound leads appear.
When leaders use vague language, teams fill in the blanks themselves. The result is scattered activity instead of coordinated effort.
Today, sales teams have access to AI tools, automation platforms, and endless data, the cost of unclear direction is amplified. Activity can explode while outcomes stay flat.
Prospecting Must Be Defined in Behaviors
Prospecting is not just a mindset, motivation, or intention. Prospecting is specific, observable behavior.
Instead of saying, “We need more prospecting,” say:
“Each rep will initiate 10 new first-time conversations per week with companies in our ideal client profile.”
“Every client who purchased over X dollars in the past six months will be contacted for a referral within 14 days.”
“Every referral will be contacted within 48 hours using this exact phone script.”
Notice the difference? Prospecting needs to be measurable, coachable, and accountable.
Why This Matters for Leaders
Sales leaders, managers, and business owners often believe they have a prospecting issue. In reality, they have a clarity issue.
When expectations are undefined:
Coaching becomes reactive.
Accountability becomes subjective.
Performance becomes inconsistent.
Reps default to comfortable behaviors instead of productive ones.
Clarity eliminates interpretation, and when interpretation disappears, execution improves!
A Practical Framework for Defining Prospecting
To make prospecting effective, define five things:
The Target: Who exactly are we reaching?
The Behavior: What exact action will be taken?
The Frequency: How often will it happen?
The Timeline: By when must it happen?
The Outcome Metric: What result are we tracking?
If you cannot clearly articulate all five, your prospecting strategy is incomplete.
Final Challenge
This week, remove the phrase “do more prospecting” from your vocabulary.
Replace it with one sentence that defines specific, measurable behavior your team will execute.
If you want different results, you must define different actions.
Good Selling, Great Leading! – The MCG Team
