Prospecting should be part of everyday work – not a once-a-month sprint. But we humans have limits: only 24 hours a day and one focus at a time.
The problem: why does the pipeline swell and shrink?
Traditionally, it goes like this:
- The calendar is empty, so we start prospecting: find new companies, identify decision-makers, collect contacts. We book meetings – often by phone, where <10% of calls even get answered (let alone booked).
- Eventually the calendar fills up, so we sit in meetings.
- After the meetings, the calendar is empty again. Back to step 1.
When we’re in meetings, prospecting pauses. And even if there’s a gap between meetings, good prospecting takes focus and time – so it often doesn’t happen. Which means when the meetings end, we’re starting from zero.
From a sales perspective, your highest-value work is talking with potential customers: digging into their business, fitting your product/service to their specific problem – building trust. It would be rational to spend most of your time there.
So how do we break the cycle?
A step toward consistency
You can only do one thing at a time, and cloning yourself is hard. If you want prospecting to run more continuously, you have at least three options:
- Hire a sales assistant. Run a full hiring process; brief, manage, pay. You keep tight control over who’s contacted and how you communicate.
- Outsource to a booking agency. Brief them and pay per meeting. You pay a commission, but you may lose visibility/control over which companies are contacted and how real their need is – and how they communicate under your brand.
- Use sales automation (Zefram). You brief and pay a monthly fee. You keep full control over targeting and messaging.
In every option, the outcome should be the same: when you have time, you can now spend it on the most valuable work. With Zefram, you set direction; Zefram handles the repetitions.
Sales automation – how to avoid the risks?
- “I’ll become a spammer.” You won’t. Targeting and relevance beat volume. Tight filters, clear value proposition.
- “I’ll lose my voice.” You won’t. Zefram won’t write anything you wouldn’t write yourself.
- “How do I stay in the loop?” You see activity in real time on the dashboard.
Continuity comes from actions
Every company pays for sales continuity – or the lack of it – via salaries, booking commissions, monthly fees, or lost potential.
Zefram’s idea is simple: by using all available data and the latest tech, you get superhuman continuity and quality in your sales process, leading to better outcomes. And you free up time for the work that creates the most value.