The most effective prospecting methods

Prospecting is not (yet) selling. Prospecting is about getting an appointment. Nothing more, nothing less. But in a world saturated with offers and messages, the rules of the game when it comes to prospecting have changed. So, have you adapted your methods to the reality of 2025? Yohan Boilleaut, an expert specialising in B-to-B sales, presents the most effective prospecting methods.

The most effective method: recommendation

Recommendation remains one of the most powerful levers for generating opportunities. According to the Nielsen research institute, 92 % of people trust a recommendation from someone close to them and 70 % trust a recommendation from someone they don't know! In other words, recommendations go far beyond simple word-of-mouth.

Satisfied customers are obviously your best ambassadors, but they're not the only ones. Friends, former colleagues, sports partners or members of associations: any human link can open a door. But you still need to explain clearly what you're offering, and above all... dare to ask. Without asking, only 29 % of satisfied customers will spontaneously recommend you (according to the Referral Candy affiliate network).

LinkedIn is also based on this network logic. Your 1st level contacts can give you access to 2nd level contacts. Using Sales Navigator or a simple search, you can identify common contacts who are likely to facilitate a meeting. This type of recommendation, even indirect, increases your chances of getting an appointment.

How do I request a recommendation?

So how do you go about it? Simple: ask! But not just any old way. You don't ask for a recommendation cold, you contextualise it.

For example, to a loyal customer: "Mr X, we've been working together for three years now, and you seem satisfied with our collaboration. We're now looking to develop our business in the east of France, particularly with other CIOs in the industrial sector. Who could you put us in touch with?

Another case: if you have identified someone in your network that you would like to meet. "(...) I see that you have a relationship with Mrs Y. What is the nature of your professional relationship? To what extent would a relationship make sense in our context?"

In the personal circle, the logic remains the same. Once your issues have been explained, simply ask an open-ended question: "Who around you might be interested in what I have to offer?

Note the wording of the recommendation questions: they are open-ended, inviting the customer to respond with something other than a yes or no.

Read also : Active recommendation for greater efficiency

What if you're just starting out without a network? Then this is the perfect time to join a business club. Their purpose is to enable professionals from all walks of life to meet, exchange ideas and create opportunities. Networks such as BNI, CJD and Dynabuy are well established, but many local clubs also offer more accessible and friendly formats. It's up to you to find the one that suits you best.

Think about professional communities too. One example: are you targeting HR? ANDRH organises events and discussion groups all over France. Other sectors also have their own specialised networks, which are an effective way of meeting targeted, qualified people.

Multi-channel: still relevant and more recommended than ever

Multi-channel prospecting is no longer an option. It's a strategy that can't be ignored: telephone, e-mail, LinkedIn, voicemail, even WhatsApp or post. Each channel is a different entry point. The aim is to intelligently multiply the points of contact to capture attention without saturating the person you are talking to.

An overview of the specific characteristics of the 3 main B-to-B media:

Telephone : direct interaction, managing objectionshuman connection.

• Average conversion rate: 4.82 % (based on the Cognism sales intelligence platform)
• Response after 4 to 6 attempts
• Effective at the end of the morning or day

E-mail : perfect for priming or relaunching.

• Average open rate: 31.22 % (according to Brevo e-mailing software)
• Response rate: 5.1 %, and much more with a personalised tagline
• Short, contextualised, benefits-oriented messages

LinkedIn : channel in its own right for B to B.

• Invitation acceptance rate: 30 % (based on the Growth Machine multi-channel prospecting campaign creation tool)
• Better results with short, personalised messages
• Commenting on a prospect's posts before contacting them improves your chances of being read.

Each target group has its own preferences: sometimes LinkedIn, sometimes telephone, sometimes... Instagram!

Multi-channel means offering several ways to start a conversation, at the right time and in the right place.

Breaking codes on social networks (LinkedIn)

Mass prospecting is exploding, driven by automation tools. The result: standardised messages that are often ignored. To stand out in 2025, you need to break the mould. And LinkedIn makes it easy to do so in B-to-B.

The voice message is still little used but intriguing. It lets your voice, your tone, your "humanity" be heard. Send it after a written message to create a positive surprise effect, without appearing intrusive.

Personalised video is one of the most effective formats: a tailor-made message, with the prospect's website or LinkedIn page in the background and the sales person superimposed. It's differentiating and is often rewarded with a response.

The only prerequisite is that you take the time to do it.

Short videos (such as Reels or TikTok) arrived on LinkedIn in 2024. The fast, vertical format attracts attention in a stream that is not yet saturated. If you're creating content, this is a real opportunity to express yourself.

Useful contentGiving before receiving is at the heart of social selling. React, then engage in a private conversation to create a bond.

In the B-to-B world, LinkedIn remains a highly codified network, almost too polite. And that's precisely where the difference lies. Provided, of course, that there is real substance behind the form.

Keeping an eye on the market to find the perfect timing

A key component of the successful prospecting equation is timing. Reaching the right prospect, on the right channel, at the right time. And to do that, you need to keep an eye on the market.

Customer intelligence refers to all the actions taken to collect, monitor, analyse and exploit strategic information about customers or prospects.

It can be used to anticipate commercial opportunities, to better understand the changing needs of an account, or to spot weak signals such as a change in management, a fund raising, a product launch or a wave of recruitment.

With the right tools, this monitoring becomes simple and responsive.

• On the social networksSolutions such as Sales Navigator or Mention allow you to track your prospects' publications and related news in real time.
• On the websitesVisualPing, for example, alerts you to changes in content within the target company.
• On the web in generalGoogle Alerts or Nomination will detect certain key events for you: news, fund-raising, moving house, product launch, etc.

These signals give you the opportunity to engage in a contextual sales conversation, which is much more effective than a generic reminder.

AI and automation: the new levers for prospecting

And yes, prospecting - like sales as a whole - has not escaped the onslaught of artificial intelligence and its natural ally: automation.

Far from being mere gadgets, these tools open up concrete possibilities for saving time, detecting the right signals, personalising on a large scale and improving appointment setting. Provided, of course, that they are used wisely and strategically.

Here are some of the uses that will be essential in 2025:

1. Automated multi-channel sequences

Tools such as Waalaxy, Lemlist or LaGrowthMachine can be used to build complete scenarios combining e-mails, LinkedIn messages and scheduled reminders, using conditional logic. Result: you're there at the right time, on the right channel, without having to intervene manually at every stage.

2. On-the-fly data enrichment

Thanks to solutions such as Dropcontact, Kaspr or LushaYou can automate the enrichment of your files (e-mail, telephone, exact function, etc.) and thus improve your customer knowledge in order to optimise your prospecting campaign. Please note: make sure that the partner you select complies with RGPD regulations.

3. Assisted drafting of personalised messages and scripts

With ChatGPT or Humanlinker you can quickly generate messages tailored to your prospect by taking into account their LinkedIn profile or company website. AI becomes an editorial assistant capable of taking into account the sector, the issues, the tone... and producing a more relevant message than traditional copy and paste.

4. Voice training for telephone prospecting

Some conversational AI - such as ChatGPT in voice - allow you to practise in real situations, test scripts, simulate objections and improve your fluency. A simple, inexpensive and confidential way to make progress before making the real calls.

But a word of caution is in order. Automation does not mean depersonalisation.

Poorly controlled automation is counter-productive: there's nothing worse than looking like a robot.

The challenge in 2025 is not to pit human against machine, but to get the two intelligences to work together.

To conclude, in 2025, the rules of the prospecting game have changed. To get an appointment, it's no longer enough to make volume: you have to make sense. And it's those who dare that come out on top.

Dare to make recommendations a strategic lever, not a bonus.
Combine channels intelligently, not reflexively.
Breaking codes on the networks, surprising, humanising, showing off.
Exploring AI, not to replace humans, but to serve them better.

So... what if, in 2025, it was your turn to dare?