Prospect, Close, Repeat

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Prospecting sucks. It’s scary, difficult, and is an easy can to kick down the road when it comes time to do it. 

But, as a producer, here’s your reality: Prospecting is a non-optional activity. It’s the job you signed up for. Your job description could be captured in three words: prospect, close, repeat. 

However, prospecting doesn’t have to feel so overwhelming. With a few simple shifts, you can make it feel easier. You may never actually enjoy it, but you can take the “suck factor” out of it and have way more opportunities for the closing responsibility you love. 

You know what you need to be doing, but here’s a reminder: 

1. Just ask one

The key to prospecting is consistency. And that means starting small. As you look to build a prospecting habit, forget the idea of making 25 calls a day. Instead, start by committing to just making one prospecting call per day, EVERY day.  

Once that feels comfortable, add another. Small daily actions build momentum; over time, that momentum will get you the results you need. It’s like going to the gym: Showing up matters more than being perfect.

2. Don’t make excuses

I know you have other responsibilities to help support your existing clients with their renewals and other needs. However, you likely have team members to help. Let them! 

The number one result you need as a producer is the net growth of your business. Net growth comes from keeping the clients you have and getting those you don’t. Your team will handle most of the retention work, but acquiring new clients is all yours. 

You may not feel the immediate impact of those excuses you make to not prospect, but it won’t be long before you do. Excuses become tempting if you focus on the hard (prospecting) work it takes to build your book. 

If you look past the hard work and stay relentlessly focused on and committed to your growth goal, avoiding the temptation of excuses becomes much easier.  

Even if you only have 15 minutes for prospecting some days, use it. The goal is to keep the habit alive, no matter what other demands come your way. 

3. Words matter

Asking clients and other centers of influence for referrals can feel formal and awkward. Instead, ask for introductions. As social beings, asking someone to introduce you to someone else is more natural and effective.  

We all love helping those whom we trust and who have helped us. Asking for a targeted introduction leads to much warmer, easier conversations than cold calls ever could. 

Be specific in the introductions you want.  

For anyone to whom you will request introductions, identify ideal prospects to whom they are connected. LinkedIn makes it easy to spot mutual connections. You can also identify introduction opportunities by researching industry associations and business groups they belong to, along with other business relationships they enjoy. 

4.  Be a problem solver

Nobody likes to be sold to, but everyone appreciates help. Shift your mindset from “What can I sell them?” to “What can I share that they will find valuable?”  

Maybe it’s an idea, a resource, or an insight from another client you’ve helped. The more you focus on genuinely helping, the more likely people are to want to work with you. It’s not just prospecting, it’s problem-solving. 

Nobody cares about the product you’re selling until they realize they have a problem that makes that product necessary. 

5. Block the time and protect it

I can guarantee that you have told yourself, “I’ll prospect when I can find/make time.” Time is finite; you can’t make it, and you’ll never find it. All you can do is prioritize the time you have. 

As I stated earlier, prospecting is a top priority of the sales job you signed up for. If something is a priority, you schedule it on your calendar. Block prospecting time off on your calendar like you would a meeting with your most important client. After all, prospecting is what will create even more important clients. 

It ain’t rocket science 

I’m sure none of these five ideas are new to you. You already know what it takes to grow your book of business; you’re just hiding from it. Let today be the day you decide that not achieving your growth potential sucks more than the prospecting work you’re avoiding. 

Q4i and Goose can help    

We have built an online platform called "Goose: Your Ultimate Wingman" to help you implement these types of growth ideas. In it, you will find the business tools you need to build and maintain a healthy pipeline and drive the net growth of your book of business: tracking tools, training programs, peer community, access to coaching, and marketing assistance.   

To learn how Goose may help drive your growth in 2025, check out our website at Q4intel.com/goose. Or feel free to connect with or contact me directly on LinkedIn.