Prospecting doesn’t fail because it’s hard. It fails because salespeople take shortcuts. I’ve identified areas that if you fix them, your plan will finally deliver the results you’re after.

Let’s walk through ten of the biggest reasons prospecting plans fail—and how to avoid them.

If you’re using the same process and messaging for every prospect, you’re setting yourself up for failure. You’ve got to know your ICP—your ideal customer profile. Each vertical, each segment needs its own approach. Generic plans don’t cut it.

More isn’t better. If you’ve got too many names in your pipeline, you can’t manage them. I’d rather have fewer prospects I truly understand than a long list I never engage with. Prospecting is about going deep, not wide.

The number of salespeople who fail to follow up amazes me. Following up is where deals are closed. Customers buy because you stayed in touch even when they weren’t ready. That’s where your CRM becomes your best friend.

You can’t just lump prospects together. They’re not only different by industry or vertical—they’re also in different stages of the buying process. Segment your list so you know what message to send, and when to send it.

Email isn’t a prospecting plan. Anyone can send 10,000 emails and call it activity, but it doesn’t mean results. Email should be part of your mix, not your entire strategy.

→ Read: The Ultimate Sales Process Check-Up

Social media has its place, but it’s not the magic bullet. Too many salespeople waste hours scrolling, posting, and convincing themselves they’re working. Social media supports prospecting—it doesn’t replace it.

If prospecting isn’t on your calendar, it won’t happen. Even I, who talk about prospecting constantly, can get busy with other things. Block the time, protect it, and stick to it.

Your prospects don’t care about your company or how great you think you are. They woke up today with problems to solve. Speak to their needs, their pain points, their goals—that’s where their attention is.

Personalization isn’t just dropping a name at the top of an email. True tailoring means you’ve done your homework and you understand the customer’s world. A smaller, focused list makes tailoring possible.

The phone isn’t dead—it works. I love calling Friday afternoons. People pick up, conversations flow, and deals move forward. Don’t buy into the myth that no one answers. Pick up the phone.

Turn rejection into opportunity.

Find episode #345 wherever you download podcasts!

Brynne outlines seven essential searches that tap into the potential of Sales Navigator

Episode #346 is out now!

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.