Sales Prospecting: It’s Hard But You Gotta Do It

  Most people don't like prospecting but it is crucial to your sales and marketing efforts. Bernie explains why and how to make the most of this step.


The better we are at prospecting, the better we are at selling. Hi my name is Bernie Heine, and I’d like to take a few minutes to talk about prospecting and what that means for our sales process. Most people love to do marketing — getting out there, bragging about what an amazing company they are, all the great things we can do for our clients. It’s fun to do marketing. It’s also really fun to do the selling. When you’re in front of a qualified lead and you’ve got a great discussion going, you know that this is somebody that needs what you have – you have the right solutions, you can solve their pains, you can sell them a great product. But how do we make the connection?

Improving Your Prospecting Technique

Prospecting is the hard part, that’s the part that most people avoid doing at all costs. It’s the prospecting. It’s making the cold call, it’s getting out there and proactively creating leads for your business. So marketing is good at getting some buzz and getting people to maybe call your company, selling is all about closing the sale, but the prospecting brings the two together. So we have to get out there and work with the leads that are coming in, we have to create new leads, maybe through networking, maybe through cold calling, maybe through cold walking when you just walk in to companies and ask if they can use your services, how can you help them, how can you be of service. So avoid not paying attention to this part, this is the part that makes the difference. It’s the part that we can measure the most activity on – how often are we making calls, how often are we getting out there in front of the prospects that are really going to be our clients going forward, our customers going forward. So don’t avoid the prospecting, do the prospecting. It’s the magic piece that brings marketing into sales.

About Bernhard Heine

Bernhard Heine is a business and executive coach at Professional Business Coaches, Inc. (PBC, Inc.), a company he founded to help business owners and leaders create and achieve their vision. Bernhard has more than 25 years of experience working collaboratively with business partners in all phases of business management, restructuring and transformation, particularly in: strategic planning, marketing and sales, organizational design, engineering consulting, project management, coaching and facilitation.
Bernhard holds a BS in marine engineering from the US Merchant Marine Academy in NY. He also holds an MBA from Harvard Business School and is a licensed business coach with Professional Business Coaches Alliance (PBCA), and an Authorized Client Builder Sales Trainer.
He was Executive Director for Strategy and Business Development at Textron Inc., strategy leader at Coca-Cola in Germany, and management consultant with the Boston Consulting Group. Early in his career, he worked globally as a marine engineer.
Bernhard has also achieved the “Master Coach” designation from the PBCA in Sales, Coaching, Leadership, Marketing, Personal Effectiveness, and Exit Planning.

“I help my clients become more self-aware of why their issues continue to occur and why their prior efforts have not led to success. Through regular sessions, holding them accountable for their actions, they make gradual improvements and over time achieve the success they are looking for.” – Bernhard Heine

Certifications: Professional Business Master Coach, Legal Practice Coach, Extended DISC Trainer, Everything DiSC Trainer, Client Builder Sales Trainer, Five Behaviors of a Cohesive Team Trainer.

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