Five Wins from a Prospect Conversation
The first official sales conversation of my life was with a product manager at UPMC Health System.
I’d somehow landed a job as a Business Development Director at an experience design agency with essentially zero sales experience and this poor guy was my first victim.
It was just a phone call, so he couldn’t see me sweating. I’m certain I lobbed about 35 pre-written questions at him over 30 minutes, desperate to keep him talking so he couldn’t ask me anything about my credentials or the firm I barely knew.
When it was over, I sat there thinking: Was that a success?
The answer was “no.” But not because he didn’t hire us. It was because I had no idea what outcomes I should have been aiming for in the first place.
Fast forward to today, and I see a similar blind spot all the time. Agency leaders avoid prospect conversations unless there’s a clear, immediate deal on the table.
The assumption is that if there’s no RFP, no budget, and no urgency, it’s a waste of time.
The reality?
If your targeting is good, a single conversation can create five different types of value - and only one of them involves signing a contract.
Five Productive Outcomes from a Prospect Conversation
1. Deal Opportunity
The obvious win. You discover a genuine, near-term need and begin the buying conversation. That’s the top priority, sure, but it’s not the only one.
2. Internal Introduction
Sometimes your contact likes you but isn’t the decision-maker or the right fit. In that case, an introduction to someone else is a direct ticket to a warm, high-potential conversation you couldn’t have booked cold.
3. External Introduction
People in your target audience know other people in that group. If you’ve built rapport, they might connect you to peers facing the exact challenges you solve - expanding your reach without cold outreach.
4. Long-Term Nurturing
Not ready now? Perfect. You’ve got a legitimate reason to keep in touch, share relevant ideas, and show up when the timing does turn in your favor.
5. Market Research
Even if you get a “no” and no further contact, you can still learn. Why isn’t there a fit? Was it your offer, your timing, your positioning? Every answer helps you sharpen your targeting and message.
The beauty of this approach is that these outcomes aren’t mutually exclusive - you can hit several (or all) in a single call.
And yes, your firm’s positioning is the engine that drives the odds of getting outcomes 1-3. If you’re not seeing those, it’s not a sign to stop taking calls, it’s a sign to revisit your positioning.
So the next time you’re tempted to skip a prospect conversation because “there’s no deal,” remember: if you’re asking the right questions and aiming for these five wins, there’s no such thing as a wasted call.
