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How to measure the effectiveness of your sales prospecting

How to measure the effectiveness of your sales prospecting



Indispensable for developing sales and building customer loyalty, prospecting is the engine of growth for any company. The aim is simple: to identify and contact qualified prospects, in other words, individuals potentially interested in the products or services we offer.

But to measure the productivity of your efforts and optimize them, what criteria should you consider?

This guide will give you the basics you need to observe the impact of your prospecting efforts. You’ll learn about the key performance indicators (KPIs) you need to know, how to analyze the effects of your implementations from both a quantitative and qualitative angle, and how to adjust your sales tactics thanks to the data collected.

What’s more, you’ll discover ways to boost your productivity, identify common pitfalls to avoid, and tips for infusing your interactions with a captivating, human tone.

Understanding the importance of measuring sales prospecting

Essential to a company’s financial development, prospecting aims to identify and engage qualified prospects to expand the customer portfolio and increase sales. However, to be truly beneficial, this approach needs to be sure of its effectiveness.

So how do you check the productivity of your prospecting initiatives? What indicators should you track to optimize your results and continually improve your methods?

Why it’s crucial to track your performance

Performance monitoring is vital for several reasons:

  • It allows you to prioritize procedures based on their productivity and profitability. Identifying the most successful techniques helps you focus your efforts on those that have a real positive impact. You must always compare the financial AND human investment, otherwise your analysis will be biased.

  • This is the key to improving your prospecting plan. By measuring what works and what doesn’t, you can adjust your approach, experiment with new techniques and reinforce those that are already producing satisfactory results.

  • It plays a decisive role in motivating your sales team. Sales people rely on clear, measurable objectives to optimize their performance, often linked to financial incentives linked to achieving them.

The benefits of regular assessment

Regularly evaluating your prospecting efforts offers a number of valuable advantages, including :

  • A 360° view of your sales performance, essential for constant adjustment and improvement of your sales processes.

  • The ability to identify steps that can be optimized to accelerate the transformation of prospects into loyal customers.

  • Helps you draw up more reliable financial forecasts and anticipate sales results.

  • The opportunity to fine-tune your strategy based on feedback, expectations and current market trends.

  • The chance to offer a quality experience to your customers, encouraging their loyalty.

Key performance indicators to monitor

It’s crucial to track certain key performance indicators (KPIs). These give you the opportunity to examine and optimize the outcomes of your actions. Although there are a variety of indicators, we’ll focus here on four that are essential for prospecting.

Conversion rate

This is calculated as the ratio of the total number of prospects converted into customers to the total number of people contacted, and reflects your sales group’s productivity in converting opportunities into sales. A high rate indicates successful prospecting. To determine this, divide the number of customers acquired by the number of people targeted, then multiply by 100 to obtain the percentage. This rate varies enormously depending on your type of business and your average shopping basket. So there’s no point in me giving you a target rate.

Cost per lead

This illustrates the amount invested to obtain a qualified lead. This is a key indicator for analyzing the profitability of your prospecting efforts. A low price means profitable prospecting. Calculating this involves dividing the total cost of your prospecting actions by the number of leads obtained. Here’s an example of a calculation you can make. The situation:

  • You have 1 salesperson who costs you a loaded salary of 4,000 euros a month.

  • It takes about 4 days a month to manage Linkedin, so in fine it costs you: 640 euros a month.

  • He uses 5 MirrorProfiles accounts equipped with MirrorChat: 500 euros per month.

  • On these MirrorProfiles accounts, you have HeyReach: 200 euros per month.

  • You generate around 100 leads per month on Linkedin.

Cost per head = (640+500+200)/100= 13.4 euros.

1 person therefore costs you 13.4 euros.

This calculation is interesting because by putting the equation together you can see what is scalable and what is not. For example, the automation part can be multiplied, but does your sales rep have enough time? Should I allocate it more to Linkedin acquisition? etc

Average conversion time

Acquisition time is the average time between the first contact with a person and the finalization of a contract. It allows you to observe the effectiveness of your sales approach over time. A short lead time indicates effective prospecting. To calculate it, average the conversion times for all your customers over a selected period. Here, we need to take into account the complete cycle, i.e. from prospect to lead to customer. In B2B, for example, the average is 3 months.

Customer retention rate

As for the customer retention rate, it represents the rate of customers remaining loyal over a given period, providing an assessment of customer satisfaction and loyalty. A high rate suggests beneficial prospecting. It is calculated by dividing the number of loyal customers by the total number of customers, then multiplying by 100 to obtain the percentage. All too often neglected, it’s an indicator they need to be aware of and, above all, rewarded for. Indeed, if a salesperson sells to the wrong customer, this will have a direct impact on your margins, as he or she will take up more of your time than others. Do the math: it’s sometimes surprising and regular to realize that the most profitable type of customer isn’t the one that brings you the most sales.

Optimizing Sales Prospecting through Quantitative Analysis

Quantitative analysis of sales prospecting is a key process for analyzing, interpreting and optimizing the effects of prospecting actions through quantified information. You need enough data and enough people to be able to conclude which approach is right for you. In B2B, a representative sample should be between 500 and 2,000 people.

By focusing on performance indicators, assessing profitability and identifying opportunities for improvement, this method provides a solid basis for fine-tuning sales tactics. Let’s take a look at the essential steps involved in carrying out this analysis.

Measuring prospecting activity

This is the cornerstone of the analysis, involving counts of prospects contacted, the number of appointments set, and quotes sent, among others. This quantitative assessment provides an overview of the sales effort deployed and facilitates comparison with pre-established targets. It is also crucial in determining the conversion rate at each phase of the sales cycle.

Maximize your prospecting on LinkedIn with MirrorProfiles

The medium presents itself as an essential platform for prospecting, thanks to its extensive professional network for targeting quality prospects and generating leads. MirrorProfiles is emerging as an innovative solution for increasing prospecting on LinkedIn, offering the ability to rent accounts ready for automation. This allows you to multiply your canvassing volume by the number of Linkedin profiles you have. This approach fosters personalized, effective interactions, tailored to prospects’ specific needs. In fact, you can allocate specific Linkedin accounts to deal with just one of your targets.

Sales Productivity Assessments

Assessing sales productivity is the final step, measuring efficiency and resources invested. This analysis encompasses time spent, price paid, and sales achieved, through indicators such as spend per person, average time to convert, and return on investment (ROI). This evaluation helps to identify the strengths and areas for improvement in prospecting, enabling strategies to be adjusted if necessary.

Focus on qualitative analysis

Qualitative analysis assesses the quality of relationships with prospects and customers, measuring customer satisfaction, brand image, and whether prospecting missions are aligned with those of the company.

Let’s take a look at the key stages in this process.

Customer satisfaction as an indicator of success

Customer satisfaction is crucial. It indicates whether customer expectations match what’s on offer, having a direct impact on loyalty, word-of-mouth and recommendation.

To analyze this satisfaction, elements such as satisfaction surveys, the net promoter score (NPS), or the customer effort score (CES) are used. They gather customer feedback, measure satisfaction and identify areas for improvement.

Alignment with the company’s strategic objectives

Ensuring that sales prospecting is aligned with the company’s vision, mission and values is fundamental. This includes targeting your future customers according to their positioning and target market.

To achieve this, it’s essential to define strategic goals precisely, communicate them effectively to your employees, and integrate them into the prospecting plan.

Techniques to improve prospecting efficiency

Optimizing sales prospecting productivity requires more than simply measuring performance. It’s crucial to take concrete steps to improve your impact. Discover four proven methods to boost your sales approach.

The importance of personalization

The key to successful sales prospecting lies in personalization. This means adapting to the specific profiles, needs and expectations of each target, by offering customized solutions. By personalizing your approach, you can build trust and loyalty with your customers, and encourage them to make a purchase.

For customized prospecting, consider these strategies:

  • Segment your database according to criteria such as sector, company size or decision-maker function.

  • Personalize your messages by using the first name, company name or other details specific to each case. True personalization is only possible if your databases are sufficiently precise and segmented.

  • Tailor your sales pitch to meet the specific needs, motivations and obstacles of each profile.

  • Offer personalized content tailored to each stage of the buying journey, such as white papers, case studies or webinars.

Investment in ongoing training for teams

Investing in ongoing training for your sales teams is vital to boosting your prospecting productivity. This means strengthening their skills and knowledge, training them in the latest prospecting techniques and solutions, and supporting their development. The benefits of continuing education include:

  • Increased sales motivation and commitment.
  • Improving service quality and customer satisfaction.
  • Increased sales performance and productivity.
  • Enhancing your company’s image and competitiveness.

If you’re looking for a good prospecting agency capable of training your sales people, I recommend you contact Frédéric Duhirel, co-founder of the Stepward agency.

Boost your profitability by increasing sales productivity with MirrorChat

A salesperson’s time weighs heavily in the equation. That’s why it’s important to equip it as well as possible, so that it can save time in dealing with each individual.

MirrorChat is a cutting-edge solution designed to improve your sales force’s productivity and boost your profitability. We’ve developed this tool to centralize all your Linkedin messaging from your various accounts in a single interface. It helps you :

  • Save time thanks to centralization and response templates
  • Engage in personalized conversations tailored to your target’s specific needs.
  • Keep up the commitment with a relaunch planner
  • Reduce reporting time with webhooks and automatic synchronization with your CRM

Integration of CRM and automation tools

The integration of CRM (Customer Relationship Management) and automation is essential to increase the productivity of your sales prospecting. These technologies facilitate customer relationship management, simplify your prospecting processes, and provide detailed analysis of your performance.

Benefit from CRM and automation integration for :

  • Centralize and structure your customer and lead information.
  • Automate repetitive, time-consuming processes such as e-mailing and reminders.
  • Improve collaboration and communication within your sales teams.
  • Efficiently assess the productivity and return on investment of your prospecting initiatives.

How can you adjust your tactics according to the results obtained?

To improve your sales prospecting, it’s crucial to understand the information collected and define the appropriate corrective measures. The key lies in the ability to test and refine new approaches to boost your performance. Here are the steps to follow.

Data interpretation and decision-making

Analyzing your key performance indicators in relation to your initial goals helps you identify whether your targets have been met or whether your budget has been respected. This step also identifies the strengths and weaknesses of your current method, as well as opportunities and threats in the marketplace.

Analysis elements such as dashboards, graphs and reports greatly simplify this interpretation process.

From there, the decision-making process involves selecting the best actions to take to strengthen your sales approach, based on the insights gained. The aim is to prioritize these actions, allocate the necessary resources and define an implementation schedule.

Engaging your sales people in these decisions is also essential for successful execution. Using problem-solving techniques such as brainstorming, Pareto diagrams or Ishikawa diagrams can be beneficial in this context.

Example of adjustment strategies to improve your sales

Adapting your approach based on past performance and strategic decisions can significantly increase your productivity, profitability and customer satisfaction.

Here are some concrete examples of adjustment methods to consider:

  • Optimize targeting: If conversion rates are low, fine-tune your targeting to focus on the most qualified people likely to make a purchase.

  • Change channel: If spend per person is high, consider a channel offering a better return on investment. There’s no secret to testing. Above all, don’t forget that your prospecting channel depends on your target type, not on your product/service.

  • Improve your sales pitch: To reduce conversion time, refine your sales pitch by highlighting the concrete benefits and evidence supporting your offer.

  • Strengthen customer loyalty: In the face of a low retention rate, step up loyalty efforts with customized offers, quality after-sales service or referral programs.

Pitfalls to avoid for more effective prospecting

Analyzing your productivity is crucial to improving your performance and achieving your goals. However, there are certain pitfalls to avoid if you don’t want to bias your analyses or limit your potential.

Discover three essential pitfalls to avoid.

Don’t focus solely on quantitative indicators

Quantitative indicators, such as the volume, profitability and efficiency of your sales actions, are essential for tracking your progress and aligning them with your goals. However, they don’t capture all your prospecting efforts.

It’s also vital to examine qualitative indicators, which provide insights into your customers’ satisfaction, loyalty and perceived image. These qualitative indicators shed light on your target’s motivations, expectations and obstacles, helping you to adjust your approach effectively.

Avoid neglecting customer feedback

Customer feedback is essential for fine-tuning your sales prospecting tactics. It provides direct feedback on your offer, service and customer relations, identifying your strengths and weaknesses.

A variety of methods are available to collect these opinions, including surveys, testimonials, online reviews and face-to-face interviews. Rigorous analysis of this feedback is crucial to informing your strategic prospecting decisions.

Rigidity in the face of change

Failure to adapt to change can seriously compromise your prospecting. Clinging to outdated methods or refusing to explore new tactics is counter-productive.

Flexibility and openness to change are essential to seize new trends, meet your customers’ evolving needs and exploit new growth opportunities. So you need to be ready to test new practices and measure their influence.


This article discusses methodologies for evaluating and improving the productivity of your sales prospecting approach, focusing on a few key principles:

  • The evaluation of your sales prospecting is based on both quantitative and qualitative indicators, giving you a clear vision of your results in relation to your goals.

  • Understanding the productivity of your prospecting actions means meticulously analyzing the data collected to make informed decisions aimed at optimizing your approach.

  • Increasing your sales prospecting successes requires the adoption of targeted adjustment strategies, which may concern your target audience, your means of communication, your sales arguments or your loyalty-building tactics.

  • The use of technological innovations such as MirrorProfiles and MirrorChat can significantly improve your prospecting volume and quality, thanks to the creation of personalized profiles and addressed messages.

Our Mirrorprofiles team is at your disposal to guide you towards successful sales prospecting.


How do you measure the effectiveness of your prospecting?

It’s essential to track key performance indicators (KPIs). These KPIs make it possible to quantify the quality and volume generated, as well as their conversion rate into customers. The most common indicators include :

  • The number of new qualified leads: This figure represents contacts who meet your target criteria and have shown an interest in your offer. It’s also useful to calculate the qualification rate, i.e. the ratio between the number of qualified people and the total number of people added to your database during a given period.

  • The number of appointments obtained: This number indicates that the person is ready to meet you, whether in person, by telephone or by videoconference, reflecting the effectiveness of your pitch and follow-up. The appointment booking rate, calculated as the ratio of appointments obtained to the number of prospecting calls made, is also relevant.

  • Number of quotations sent: This figure corresponds to sales proposals submitted after an appointment. It gives an indication of the commitment and suitability of your offer to their needs.

  • Conversion rate into new customers: This shows the proportion of people who become customers following a quote. This KPI is crucial for analyzing the smooth running of your sales cycle and customer satisfaction.

  • Sales generated : Represents the total sales generated by your prospecting. It enables you to assess the profitability of your prospecting strategy and the return on investment (ROI) of your initiatives.

What are the 4 key sales performance indicators?

The four main sales performance indicators are :

  • The number of sales achieved over a specific period, indicating the company’s business volume and growth potential.

  • Sales or gross margin, which assess the company’s profitability and added value.

  • The customer conversion rate, measuring the sales process and the quality of leads.

  • Customer retention rate, reflecting customer satisfaction and loyalty, as well as the potential for additional sales or referrals.

How do you calculate the prospecting rate?

Divide the number of leads acquired by the total number of prospects contacted, and multiply by 100. This calculation reveals the efficiency of the prospecting methods employed by the company.

What are the KPIs of the sales function?

Sales function KPIs are key indicators for analyzing and optimizing the performance of a company’s sales activities. They fall into several categories:

  • Monetary: For example, sales, margin, average basket or customer acquisition price.

  • Quantitative: such as the number of calls, e-mails, appointments, proposals or contracts signed.

  • Rate-based: such as conversion, loyalty, satisfaction or renewal rates.

  • Qualitative: For example, the quality of leads, products or customer service.
Picture of Tristan Bance
Tristan Bance

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