5 Essential Facts You Need to Know About Sales Prospecting

This RAIN Group article was first published on Selling Power.

When it comes to sales prospecting, sellers are frequently told the following:

"Cold calling doesn't work."
"It's impossible to get through to buyers cold."
"With all the information on the Internet, buyers do their own research and reach out later in the sales process."
"You shouldn't pitch your capabilities."

But rarely do sellers stop and think, "Is any of this true?"

According to 488 buyers (who get prospected to all the time) and 489 sellers who outbound prospect, these generally accepted-to-be-true statements are, in fact, false. They're sales prospecting myths that too many sellers follow, and it's hurting their results.

Here are the facts when it comes to sales prospecting: