Step C: Finding your inner detective

Hello Reader,

Over the past two weeks, we’ve talked about building a strong foundation and using the most powerful tool you’ve got – your brain, for thinking to outthink your competitors, so you can outperform and outsell them.

Now, it’s time to put on your detective cap, grab a magnifying glass, and awaken your inner Sherlock Holmes. Because this week, we’re moving onto Step C in the 7-Figure Sales Programme: Finding.

No matter how skilled you are at closing deals, your results depend on finding the right prospects. So, this step focuses on identifying opportunities, creating value, and setting up systems for inbound and outbound sales success.

But it requires a lot of research. If you watch a lot of detective shows, I’m sure you picked up some skills and tactics, so it’s time to put them to use! Because the reality is – you truly need to research like a detective would. It requires a lot of digging to find the answers you need, especially for point 1, which we’ll discuss in a minute. And if you get this first point wrong, you’ll struggle with the rest.

So, shall we have a look at what “Step C: Finding” is all about? …

C1: Problems & Wants

The heart of every sale

Great salespeople don’t sell products – they solve your problems and deliver what you want. In other words, they sell outcomes. But you must ensure you’re selling to the right audience, and next – ensure you’re selling to quality prospects. Otherwise, you may find yourself wasting time trying to sell your product to someone who doesn’t want or need it, or someone who wants it but can’t afford it.

So, to solve this, you need to find quality prospects by understanding your target audience's problems and wants.

How to identify problems and wants:

Research their pain points: What challenges, frustrations or burdens are they facing in their industry or role?
Understand their goals: What outcomes are they striving for? What would be their perfect scenario or situation?
Ask the right questions: During discovery calls, dig deep into their frustrations and aspirations. You can do that by asking open-ended questions that keep them talking!

Example: If you’re selling HR software, your prospects’ problems might include inefficient onboarding or high employee turnover. Their “wants” might include creating a seamless hiring experience or improving team morale. When you position your solution as the bridge between those two points, it becomes irresistible.

Action Step: List the top 3 problems your ideal customers face and how your solution addresses them. Practice weaving these insights into your outreach.

C2: Content & Value

Build trust before the sale

Today’s buyers are more informed than ever. They research solutions online long before speaking with a salesperson. That’s why providing value upfront is essential. Creating helpful, educational content positions you as a trusted expert in your field and attracts prospects to you. The reason why is because, as much as people may research online, they still might not find the answers they’re looking for. So when you arrive on their doorstep with value – that value could be just what they needed. And this helps you build tons of trust with your prospect.

Types of value-driven content:

Educational articles or videos: Address common challenges in your industry. Look deep into your industry and think back to all your clients. What are the biggest challenges for them? What’s a common problem you noticed amongst many clients?
Case studies: Showcase how you’ve solved similar problems for others. Look to your clients again. Prospects seeing that you helped people in the same or similar position as them is an incredibly powerful way to build trust.
Free tools or templates: Give prospects something tangible that makes their lives easier. It should also be relevant in order to make their lives easier. If their problems require “XYZ” and you provide them with “ABC,” that’s not helpful at all, and can diminish trust – you’ll come across as if you don’t get them, and they won’t want to work with you.

Example: A financial advisor might create a free “Retirement Readiness Checklist” or host a webinar on “5 Common Investment Mistakes to Avoid.” This positions them as a helpful resource while subtly showcasing their expertise.

Action Step: Choose one piece of content to create this week – a blog, video, or downloadable resource. Share it with your audience to start building trust.

C3: Outbound Prospecting

Proactive and Personalised

While inbound strategies are powerful, outbound prospecting remains a cornerstone of successful sales. It’s about taking the initiative to connect with your ideal prospects and show them the value you bring.

Best practices for outbound prospecting:

Be personal: Research your prospects and tailor your outreach to their specific situation. This takes a bit more time, and you won’t be able to reach as many prospects as you would using a generic outreach message, but you will significantly increase your chances of getting a response! It’s better to reach 100 prospects and convert 20, than to reach 1000 prospects and convert none.
Lead with value: This goes back to point number 2 above: Content & value. Offer insights, solutions, or resources that make an immediate impact.
Stay consistent: Outbound prospecting isn’t a one-off task – it’s a habit.

Example: Instead of sending a generic cold email, a tech sales professional might say, “Hi [Name], I noticed your company recently expanded into [market]. I just wanted to offer this report that highlights the challenges with [specific pain point] in that market, and how to address it. Here’s the link to it [insert link]. I’ve shared it with [x] other companies in your industry and they found it extremely helpful, so I’m sure it’ll be of value to you.”

Action Step: Dedicate 1 hour per day, minimum 30 minutes to personalised outbound prospecting. Track your outreach efforts and refine your approach based on response rates.

C4: Inbound Opportunities

Let them come to you

Okay, inbound opportunities are still important! If your clients come straight to you, it’s proof that your brand is growing, that people are recognising you, and your reputation is growing – in a good way. Not to mention it saves a lot of time if all your new business doesn’t rely on cold outreach. But the key to generating inbound leads is ensuring you’re visible and valuable in the right places.

Steps to maximise inbound opportunities:

Optimise your online presence: Make sure your website, LinkedIn profile, and social media channels clearly communicate your value proposition.
Engage in communities: Participate in forums, groups, or events where your target audience gathers.
Leverage referrals: Encourage happy clients to spread the word about your services. You could try asking your client, immediately after you’ve provided them a service – and they’re feeling really happy you solved their problems – if they can refer you to 3 people that could use your service. So, you’re striking while the iron is hot in this case. Because while they’re experiencing that happiness, they’ll be more inclined to do something for you since you solved their problems. That’s why timing is critical when asking a client for a referral.

Example: A software company might publish a whitepaper titled “The Future of Automation in [Industry]” and promote it through LinkedIn ads. When prospects download it, they’re added to a nurture sequence, turning curiosity into sales conversations.

Action Step: Review your website and LinkedIn profile. Are they optimised to attract leads? If not, update your messaging to reflect your USP and how you solve customer problems. (Need help with your messaging and USP? Go back to Step A: Building, for assistance)

That’s a wrap for Step C: Finding! And finding the right prospects is yet another crucial step towards sales success. Whether it’s understanding their problems and desires, delivering value through content, prospecting proactively, or attracting them through inbound strategies, this step is essential to building your pipeline. In fact, all the steps in the 7-Figure Sales Programme are essential and should not be skipped.

Talking of steps, next week is Step D, which will take us yet another level deeper into sales mastery and where you’ll need to bring out your inner therapist.

Until then, keep finding those opportunities!

James