Mastering B2B phone and email prospecting: A modern approach for sales success

In a tech-dominated world, many sales teams are focussing on digital channels like email, video, and direct messaging. However, there’s one sales method that has stood the test of time: phone prospecting. Though it may seem outdated to some, phone prospecting remains a powerful tool for connecting with potential clients. Paired with email prospecting, these traditional outreach techniques still deliver tangible results, especially when you combine them with the right approach. In this blog post, we explore Josh Braun’s tried and tested methods and tips on how to sell without pushing or persuading.

Why phone prospecting still works

Phone prospecting offers something that no other sales channel can: real-time feedback. While emails sit unread in crowded inboxes, a phone call can establish an immediate connection with a prospect, providing an opportunity for synchronous, two-way communication. This allows salespeople to gauge the prospect’s reactions in real time, pivoting their approach based on live feedback.

Unlike other methods, phone calls create a more personalized experience. In an age where prospects receive hundreds of marketing emails every day, phone calls can help break through the noise by offering a direct and engaging conversation. Though it's nerve-wracking for many salespeople, the immediacy of a phone call can foster more genuine and spontaneous exchanges that email often fails to replicate.

The right approach to phone prospecting

Success in phone prospecting depends on shifting the traditional sales mindset. Rather than focusing on hard selling, the goal should be to establish rapport and uncover potential problems your product or service can solve. This starts with asking the right questions—not pitching a solution.

Salespeople should aim to be curious rather than convincing. Instead of focusing on how great their product is, they should focus on understanding the customer’s challenges and exploring whether there’s an opportunity to help. This approach, often referred to as "problem training," helps lower the prospect’s guard, as it feels more like a conversation than a sales pitch.

For example, instead of explaining why your solution is superior, ask insightful questions like: “Are you finding it challenging to manage [specific process] with your current system?” This kind of questioning naturally leads the prospect to reflect on their own struggles, which can open the door to a deeper conversation.

The power of questioning: Poking the Bear

The art of effective questioning is sometimes referred to as “poking the bear.” This technique involves asking a question that illuminates a potential problem the prospect might be facing. The goal is not to lecture or convince but to let the prospect come to their own conclusions about their challenges.

Imagine a situation where you’re selling software to automate certain tasks. Rather than jumping into a product pitch, ask something like: “I know a lot of teams struggle with [specific problem]. How are you managing that right now?” The prospect may then share insights into the difficulties they’re facing, which can lead to a more meaningful dialogue about how your product can help.

This method is far more engaging than rattling off a list of product features. It helps prospects feel heard and understood, which increases the likelihood that they’ll engage in further conversation.

Applying the same approach to email prospecting

While phone prospecting provides the immediacy of live feedback, email prospecting offers another way to engage prospects—though it comes with different challenges. The core principles of successful phone prospecting apply to email as well: focus on the customer’s problem, ask probing questions, and avoid over-explaining.

Rather than sending a long-winded email detailing all the features of your product, craft a brief, thoughtful message that includes a “poke the bear” question. For example: “Are you finding it difficult to streamline [specific process]? Our clients often tell us they struggled with this until they found a better solution. Do you think that might be an issue in your case?” This approach invites a response and sparks curiosity, making it more likely the prospect will engage with your message.

Overcoming prospecting nerves: Detaching from the outcome

One of the biggest barriers to phone prospecting is fear—fear of rejection, fear of saying the wrong thing, and fear of not achieving immediate results. However, successful salespeople learn to detach from the outcome. They understand that not every call or email will result in a sale, and that’s okay. The goal is to initiate a conversation and gather valuable insights, not to close a deal on the spot.

This mindset shift can significantly reduce anxiety during prospecting calls. When the salesperson’s focus is on learning and understanding rather than on making the sale, conversations tend to flow more naturally. Prospects can sense the lack of pressure and are often more willing to open up.

Building confidence through customer insights

Sales success relies on deeply understanding your customers' pain points. The best way to do this is through interviews and conversations with current clients. By conducting “jobs to be done” interviews or simply asking clients what prompted them to switch to your product, you’ll uncover the core issues that drove their decision. This information is invaluable for creating messaging that resonates with new prospects.

Armed with these insights, sales teams can develop tailored talk tracks and email templates that address the real concerns of their audience. It’s important to remember that the most compelling sales messages are not invented—they’re found in the words and experiences of your customers.

Practical takeaways for sales teams

To master B2B phone and email prospecting, it’s essential to:

• Focus on the problem: Start with understanding the challenges your prospects face before introducing your solution.
• Ask insightful questions: Use questions to provoke thought and uncover pain points, rather than pushing a sales pitch.
• Detach from the outcome: Don’t go into a call or email expecting immediate results. Instead, focus on gathering information and building rapport.
• Leverage customer insights: Use the language and pain points of your current customers to shape your outreach messaging.
• Practice active listening: Whether on the phone or through email exchanges, listen carefully to what your prospects say and adapt your approach accordingly.

Final thoughts

Phone and email prospecting remain powerful tools in the B2B sales arsenal, but their effectiveness relies on taking the right approach. By focusing on understanding customer problems, asking the right questions, and detaching from outcomes, sales teams can achieve far greater success in their outreach efforts.

In an age of increasing automation, the human touch remains invaluable. Whether through the immediacy of a phone call or a well-crafted email, the right messaging can still cut through the noise and lead to meaningful connections with prospects.