Real-world sales execution (not theory) and structured it so business owners see exactly what “doing the job” actually looks like day to day.
If You Have a Salesperson (or Are Thinking About Hiring One):
What They Should Be Doing Every Day to Generate Prospects and How Your Organization Must Support Them
Hiring a salesperson is one of the most important and most misunderstood investments an organization can make.
Many companies hire a salesperson and hope prospects magically appear. Others bring someone on board without a clear daily structure, the right tools, or backend support. The result? Frustration, inconsistent results, and eventually the false conclusion that “sales just doesn’t work for us.”
The truth is this:
- Sales works when there is a disciplined daily effort, a balanced prospecting approach, and organizational support behind the salesperson.
Let’s break down exactly what that looks like.
What a Salesperson Should Be Doing Every Single Day
- Prospect generation is not a weekly task. It’s a daily discipline.
- A high-performing salesperson’s day should include three non-negotiable activities:
- Daily Outreach (New Conversations)
A salesperson should be initiating new conversations every day, not just following up on existing ones.
This includes:
- Targeted outbound emails
- LinkedIn connection requests and messages
- Phone calls to ideal prospects
- Warm outreach to referrals and introductions
- Re-engaging older leads that went quiet
Daily target:
- 10–25 new outreach attempts
- 2–5 meaningful conversations started
- Momentum only happens when new conversations are created consistently.
- Consistent Follow-Up (Where Sales Actually Happen)
Most sales do not happen on the first contact. In fact, many opportunities close after 5–12 touches.
Every day, a salesperson should:
- Follow up with prospects already in the pipeline
- Send value-based follow-ups (not “just checking in”)
- Confirm meetings, demos, or next steps
- Re-engage stalled opportunities professionally
Daily focus:
- Organized follow-up
- Clear next steps
- Professional persistence
Follow-up is not annoying, lack of follow-up is unprofessional.
- Relationship & Referral Development
Salespeople should not only chase cold prospects. They should also be nurturing relationships that create warm introductions.
This includes:
- Staying in touch with current clients
- Asking for referrals appropriately
- Engaging referral partners
- Participating in networking groups, chambers, or associations
Daily habit:
- 1–2 relationship-building touches per day
- Relationships compound over time , just like revenue.
The Tools & Resources a Salesperson Needs in a “Balanced Attack”
A salesperson cannot succeed on effort alone. They need the right sales infrastructure.
Core Tools Every Salesperson Should Be Using
CRM (Customer Relationship Management)
- Tracks every prospect and interaction
- Organizes follow-ups
- Prevents opportunities from falling through the cracks
Email & Outreach Tools
- Email automation or sequencing tools
- Email tracking (opens, clicks)
- Templates that can be personalized (not spammy blasts)
LinkedIn Sales Tools
- LinkedIn Sales Navigator or structured prospecting process
- Defined ICP (Ideal Customer Profile)
- Daily LinkedIn activity goals
Marketing Assets
- Clear value proposition
- One-pagers or capability statements
- Case studies and testimonials
- Email signatures and branded materials
Call & Meeting Tools
- Call tracking or logging
- Calendly or scheduling links
- Video meeting platforms with follow-up capabilities
Salespeople should not be creating everything themselves, they should be using professionally built tools that allow them to focus on conversations.
What “Balanced Prospecting” Really Means
A balanced attack means not relying on one channel.
Effective salespeople are generating prospects through:
- Outbound email
- LinkedIn outreach
- Phone calls
- Referrals
- Networking
- Marketing-driven inbound leads
If one channel slows down, others keep momentum going. Balance reduces risk and increases consistency.
What the Organization Must Do on the Back End to Support Sales
- This is where many companies fail and blame the salesperson instead.
- Provide Clear Messaging & Positioning
Salespeople should never be guessing:
- Who we serve
- What problems we solve
- Why we’re different
- How to explain value clearly
This must be defined by leadership and marketing, not invented by sales on the fly.
- Supply Marketing Support
Organizations should support sales with:
- Ongoing content (blogs, insights, emails)
- Branded graphics and materials
- Lead magnets or educational resources
- Email campaigns that warm prospects before outreach
Sales is far more effective when marketing is creating awareness in the background.
- Set Realistic Expectations & Metrics
Instead of only measuring closed deals, organizations should track:
- Outreach activity
- Conversations started
- Meetings booked
- Pipeline growth
- Follow-up consistency
Sales is a process, not a lottery ticket.
- Coach, Don’t Micromanage
Salespeople perform best when:
- Expectations are clear
- Feedback is constructive
- Coaching focuses on improvement, not punishment
Weekly pipeline reviews and monthly strategy check-ins create accountability without killing motivation.
The Bottom Line
Hiring a salesperson is not a shortcut, it’s a system.
When:
- The salesperson executes daily prospecting
- The right tools support a balanced attack
- The organization backs them with messaging, marketing, and leadership support
Prospects get generated. Pipelines get built. Revenue becomes predictable.
If you want sales to work, you don’t just hire a salesperson, you build an environment where selling can succeed.