Prospecting and Lead Generation is an important marketing/sales step for all businesses to consider. However, for smaller businesses, this step can be difficult to consider as most methods are designed for large organizations. To maintain a consistent revenue stream, small businesses need a robust tool for bringing in new clients and customers. 

These tools, tips, and techniques are similar to those of large enterprises but scaled to fit small businesses. The following steps help manage the sales pipeline in a timely and efficient manner. Happy prospecting!

Build a client profile.

Don’t try to guess who your core consumers or business are. Develop a profile of your ideal customer. Start with your most common customer and list all the specifics of their demographics and interests. Then, actively search for consumers or companies that fit the description most accurately. 

Prospect through referrals

Offer a way for your customers to share their positive experiences with their friends and family. Personal referrals are the best way to build your customer base. Don’t be afraid to ask for Google reviews, LinkedIn recommendations, and testimonials for your website. People are 4 times more likely to buy when referred by a friend (Nielsen).


When we decided to move into cybersecurity training, we reached out to experts in the area. This immediately grew our client base, gave us exposure to a new area and built credibility. Consider partnering with another business and sharing ideas of how to effectively market to your ideal consumer. Share promotional material and corresponding offer discounts to create better business opportunities for both parties. 

Be Social

Don’t use Facebook, Twitter, and Instagram to ask your friends to buy from you. Use the customer profile you developed to create Facebook and Google Ads. It won’t cost a lot, and these can drive traffic to your website and wallet. Be creative in the ads give people a reason to want to interact with you. Run the ads for 6 months (at least) to see how effective they are. 

Provide Value in Every Touch

Don’t sell! Avoid discussing products or services from the outset of every touchpoint. Consider the consumer’s pain points instead of your monthly quota. As Steven Covey wisely stated, “Seek first to understand and then to be understood.” After you understand their needs, give them the resources to help their business and lifestyle.  

Focus on Building Relationships

Eric Anderson, Scientifically Speaking, has been with my financial advisor for more than 25 years because they have a relationship. He’ll recommend his children to work with his advisor’s son for advice. It’s long term. Focus on building and maintaining those relationships and the trust that comes with them. Becoming more of a listener than a speaker in moments and be constantly alert for relating points and values.

Scientifically speaking, of course …..