Without exception, every sales professional who is a great business developer (i.e. prospector) completely understands what I call the “Primary Principle of Prospecting.”

A Non-Sales Example
Have you ever built something and then looked back to admire your work? I know I have. Sometimes I look back on projects I’ve completed and think, “How in the world did I ever do that?” The completed project is bigger than what I first thought I could accomplish. A recent example is a book I will soon be publishing. I look at the completed manuscript and I can’t believe I actually typed that many words. My fifth grade English teacher would be so proud – she actually didn’t like me all that much, to be honest.

The Primary Principle
What allows us to build things that are bigger than we can imagine? The answer is found in the Primary Principle. It tells us that small efforts applied consistently over time will yield results well beyond what could have been initially visualized.  Think pyramids.

The Primary Principle of Prospecting is this same concept. Simply stated, prospecting a little every day will yield a larger customer base than you thought possible. Over time, you will be able to look back on your results with pride…and lots of commission.

The Key Element To Making It Work
The problem many sales professionals have with the Primary Principle of Prospecting is that it takes discipline. It’s like a diet. If we consistently eat the right things day after day we will lose weight and look great. We can then stand in front of the mirror and marvel at our reflection. In fact, we look better than we ever thought we could. This is the Primary Principle in action, but it takes daily discipline.

It Always Works
When we use the Primary Principle of Prospecting it always leads to success because over time you will find new business. It’s the law of averages. You know, the “even a blind squirrel runs into a nut every once in a while” thing.

I also like it because it spreads the drudgery of prospecting over time. A little pain every day isn’t so bad. No one should have to prospect for eight straight hours. I like the 60 – 120 minutes a day type of prospecting. This is a more reasonable pace and keeps you fresh.

The final benefit of the Primary Principle of Prospecting is that it keeps your funnel or pipeline full. If you prospect every day, your pipeline will never run dry.

©2010 Scott R. Sheaffer

Related posts:

1. Sales Tips: What is Cycle Prospecting or Perpetual Prospecting?
2. 6 Thoughts On The Fickle Nature Of Prospecting
3. A reader asks why prospecting is such a big deal.

Tags: habits, Prospecting, prospects

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