A FREE GUIDE
A guide to sales prospecting
Finding, qualifying and approaching buyers and decision-makers in European B2B markets.
Prospecting is still the least popular and most decisive phase of selling. Most of the time spent on it goes to people who were never going to buy. This guide sets out a 7-step process for finding the accounts worth your time, reading the signals that actually change the odds, and making contact in a way a buyer will actually answer.
Free · A 38-page PDF, sent to your inbox
Who it's for
Three readers, with different constraints and the same problem.
The employed seller
BDR through to sales director. A territory, a quota, a CRM, and usually a marketing team upstream.
The solopreneur
The whole commercial function. Hours matter more than budget.
The early-stage founder
Selling because nobody else can yet, and working out what a repeatable process looks like.
What's inside
A revision of the guide WhiteBridge published in 2022, rebuilt for what's changed since.
-
A profile for who to target - and, just as useful, who to disqualify
- Which signals move the odds, and which just look like signals
- A weighted scoring model for prioritising a list, worked through with real numbers
- A fist-contact message built to survive being forwarded to someone you've never met
- What Norwegian and European consent law actually requires
- Where generative AI helps in prospecting, and where it still gets things wrong
Something powerful
I wrote the first version of this guide in 2022 and rebuilt it after 4 years of prospecting alongside clients across the Nordics and Europe. Where a claim rests on outside research, it's sourced in the guide itself, along with a note on how much weight to give it.