Chapter 9

Prospecting is about more than just making calls or sending emails—it’s about intentionality. In Chapter 9 of Fanatical Prospecting, Jeb Blount lays out four key objectives that shape every successful outreach. By aligning each interaction with these objectives, you ensure that every touchpoint moves prospects closer to a purchasing decision and keeps your pipeline healthy. Below, we’ll explore these objectives, discuss why they matter, and offer practical advice on how to incorporate them into your daily workflow.

1. Why Objectives Matter in Prospecting

1. Clarity Leads to Focus

“Every prospecting activity must have a clear purpose.”

When you know the exact reason you’re picking up the phone or sending that email, you avoid meandering conversations and wasted time. This clarity also makes your communication sharper and more compelling.

2. Maximizing Efficiency

“Focused prospecting reduces wasted time and increases productivity.”

Prospecting done without a plan can lead to aimless chatter. By defining a specific objective—from setting an appointment to gathering information—you increase the likelihood of steering the conversation toward a productive outcome.

3. Long-Term Relationship Building

“Meeting these objectives consistently builds a strong pipeline and lasting relationships.”

Sales is seldom a one-and-done event. Prospects often need multiple touchpoints to recognize your value. Having clear objectives across these touchpoints ensures each interaction lays another brick in the foundation of a trusting relationship.

2. The Four Objectives of Prospecting

1. To Set Appointments

“Appointments are the gateway to deeper conversations and opportunities to qualify prospects.”

Purpose: The primary goal here is to get time on the calendar—a call, a demo, or a face-to-face meeting—with a qualified lead.

Example Approach: “Could we schedule a quick 15-minute chat next Tuesday to see how we might support your team’s growth?”

Why It’s Crucial: Without appointments, your sales process stalls. It’s during these meetings that you uncover needs, establish rapport, and confirm whether there’s a fit.

2. To Gather Information

“Understanding the prospect’s world allows you to tailor your approach and build credibility.”

Purpose: Sometimes you’re not ready to pitch; you’re in discovery mode. You want to learn about the prospect’s pain points, decision-making process, and budget constraints.

Example Approach: “What challenges are you experiencing with your current software setup?”

Why It’s Crucial: Detailed knowledge of a prospect’s business informs your later stages of the sales cycle. When you align your product or service precisely with their needs, you significantly improve your closing rate.

3. To Build Familiarity

“Familiarity increases trust and makes prospects more likely to engage in future conversations.”

Purpose: Especially when dealing with cold leads or new markets, your initial goal may be simply to introduce yourself, your company, and your unique value proposition.

Example Approach: “Hello, I’m [Your Name] from [Company]. We specialize in helping businesses like yours streamline [specific problem].”

Why It’s Crucial: Many prospects won’t be ready to buy immediately. By making them aware of who you are and what you do, you lay the groundwork for more in-depth conversations down the line.

4. To Create Top-of-Mind Awareness

“Regular touchpoints ensure you’re the first person they think of when they’re ready to buy.”

Purpose: This objective focuses on staying visible and relevant, particularly for prospects who aren’t in a buying cycle right now.

Example Approach: “I wanted to share a quick case study I thought you’d find interesting. Let me know if you have any questions.”

Why It’s Crucial: When the prospect’s circumstances change—budget approvals, new leadership, or sudden challenges—you’ll be the first person they consider if you’ve maintained a steady, value-added presence.

3. How to Align Your Prospecting with These Objectives

1. Define Your Goal Before Each Activity

“Decide whether your goal is to set an appointment, gather information, build familiarity, or stay top of mind.”

Before you compose that email or pick up the phone, take a moment to clarify which of the four objectives you’re aiming for. This ensures your approach and messaging are laser-focused rather than scattered.

2. Use Tailored Messaging

“Craft your script or email to match the objective.”

• Setting an Appointment: Emphasize the value of a meeting and make the ask clear.
• Gathering Information: Ask open-ended questions that encourage dialogue.
• Building Familiarity: Provide a succinct intro to who you are and how you help.
• Staying Top-of-Mind: Offer relevant content or updates without a hard sell.

3. Track Your Progress

“Measure how often you achieve each objective to refine your approach.”

Use a spreadsheet or CRM to note how many calls or emails led to appointments, how many gave you new information, how many established initial connections, and how many times you stayed top of mind. These metrics show you where you excel and where you might need to adjust tactics.

4. Be Consistent

“Regularly engage with prospects to meet all four objectives over time.”

Remember that these objectives aren’t always separate stages; they can be fluid and overlapping. For instance, you might introduce yourself (Objective #3) and discover valuable information (Objective #2) in the same call. Over multiple touchpoints, you’ll likely fulfill all four objectives with each lead.

4. Real-World Example: Balancing All Four Objectives

Challenge: A salesperson focused almost exclusively on setting appointments, pushing hard for a meeting on the first touch. Prospects felt rushed or unprepared, leading to low engagement and high no-show rates.

• Solution:
  1. Build Familiarity First: The salesperson began some interactions with a brief introduction, sharing a quick success story relevant to the prospect’s industry.
  2. Gather Info Early: Instead of pushing for an immediate meeting, they asked probing questions about the prospect’s challenges.
  3. Set the Appointment: When a need became evident, the salesperson suggested a follow-up call or demo.
  4. Stay Top-of-Mind: After the meeting, they sent helpful articles or case studies to keep the conversation warm.

Outcome: By prioritizing all four objectives instead of just one, engagement rates improved. Within three months, the appointment-setting rate jumped by 30%, and deals closed more quickly because the pitches were better tailored to each prospect’s situation.

5. Key Takeaways

1. Purposeful Prospecting
Every outreach—be it a call, email, or social message—needs a defined goal.

2. Balanced Approach
Avoid focusing solely on appointments at the expense of building familiarity or gathering intel.

3. Adapt to Prospect Needs
Different prospects are at different stages. Your approach should reflect whether they know you, whether they’re ready to buy, and how much information you already have.

6. Reflection and Next Steps

Are Your Prospecting Activities Aligned with One of the Four Objectives?
If not, choose an objective and tailor your messaging before your next outreach.

How Can You Improve Your Messaging?
Can you refine a script or email template to better gather information or build familiarity?

What’s Missing in Your Current Efforts?
Are you neglecting any of the four objectives and potentially losing out on warm leads?

Chapter 9 of Fanatical Prospecting makes one thing clear: Prospecting isn’t a haphazard series of calls and emails—it’s a structured process with distinct goals. By keeping the four objectives in mind—setting appointments, gathering information, building familiarity, and staying top of mind—you’ll turn each interaction into a strategic touchpoint on the journey to closing a deal. Over time, this clarity helps build stronger relationships, fill your pipeline with qualified leads, and, most importantly, close more sales.