The Sales Hunter 5-Step Pre-Prospecting Plan

Most salespeople know they need a prospecting strategybut have you ever thought about your pre-prospecting strategy?

Sure, prospecting happens before the sale, but pre-prospecting happens before prospecting even begins. It’s the groundwork that makes your outreach focused, efficient, and successful.

Let’s walk through five key things you need to do before you ever pick up the phone or send that first email.

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1. What is our best point of entry?

You’ll need multiple contacts—four, five, maybe even seven—to get a conversation started. But before you start dialing, think about your best point of entry.

Could another company that already sells to your target help make an introduction? Could a trade association, distributor, or industry partner open the door?

Don’t just rely on one route. The wider you spread your reach, the more intel you gather. Early on, your goal is information. The more you know, the better you can tailor your approach once you’re ready to go deep.

2. Which people need to be contacted?

Next, identify exactly who you want to reach, and gather every piece of contact information you can.

That means emails, phone numbers, LinkedIn profiles—whatever helps you connect. You might not have everything right away, and that’s okay. Start with what you’ve got and build from there.

I can’t tell you how many times I’ve had five different numbers for one contact and I’ve called all five. It’s part of the process. The goal is to know where to start and how to reach the right people quickly.

3. What is our messaging plan?

What’s your plan of attack?

Is your first touch going to be an email? A phone call? A social media message? Maybe a trade show conversation? You need a messaging plan that outlines how and when you’ll make contact, and what channels you’ll use.

And here’s a reality check: it’s going to take more touches than you think.

The method you prefer may not be the one your prospect responds to. Be ready to adapt—email, text, social, or phone. Build a range of messages that work across multiple channels, and don’t give up too early.

4. What cadence will I use?

Your cadence—how often and when you reach out—is crucial.

There’s no one-size-fits-all answer. It depends on your industry, the role you’re targeting, and how time-sensitive the buying decision is.

Personally, I like every four business days for many outreach sequences. It shifts the day of the week each time, keeping you top of mind without feeling repetitive. But if it’s a fast-moving deal, you can tighten your cadence. For long-term or capital decisions, space it out more.

5. What other resources can I leverage?

Don’t go it alone.

Think about what other resources you can leverage. That might include subject matter experts, senior leaders in your company, or industry partners who can help you gain credibility and access.

Could a trade association or publication provide visibility? Maybe there’s a mutual connection who can vouch for you. Build a list of these resources before you start reaching out. They’ll give you more ways to connect and more value to bring.

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Pre-prospecting might sound like extra work—and it is. But here’s the thing: it’s also hard for your competitors.

If you do the work others won’t, you’ll win the opportunities they never see. And once you get in the door, you’ll stay there longer because you’ve built stronger connections.

Don’t wish for it to be easy. If it’s hard, it means the rewards are greater.

So take time to plan your pre-prospecting strategy—your future sales success depends on it.

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Copyright 2025, Mark Hunter “The Sales Hunter” Sales Motivation Blog.  Mark Hunter is the author of A Mind for Sales and High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results.