John and Mark provide an in-depth look at effective prospecting targets, tools, and techniques for doer-sellers in professional services firms—a critical part of the lead generation toolkit. Here are the key points covered in this conversation:

• Prospecting involves proactive outreach to uncover new opportunities and lies on the sales side of marketing.
• Mark uses an iceberg analogy to explain market segments: actively buying,  passively buying, and satisfied with their status quo.
• Prospecting objectives are to schedule follow-ups, gather information, or increase familiarity.
• Prospecting outcomes include determining fit, wrong timing, or qualifying an opportunity.
• Mark walks through an example 14-day sequence for busy doer-sellers

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