Accelerating buying decisions starts with smarter prospecting
In today's high-stakes B2B sales environment, long sales cycles and indecision aren't just frustrating – they're expensive. The longer a deal sits in the pipeline, the more likely it is to stall, go cold, or be lost to a competitor. But here's the hard truth: it's not always the buyer's fault. Ineffective prospecting is often the hidden drag on sales velocity.
Over the last 5 years since Covid, throw in geopolitical instability and global economic shifts this has become even more critical. If your sales and marketing efforts aren’t aligned, and you are still treating the buying journey the same, it’s going to result in continued delay on decisions and competition driving ahead.
At Broadley Speaking, we help clients accelerate decisions not by rushing buyers, but by radically improving how they’re engaged in the first place. Here’s how smarter prospecting creates faster decisions and more predictable revenue.
1. Stop Waiting for the Buyer to Be “Ready”
Why this matters: Most sales teams operate reactively. They wait for MQLs to fill in a form or request a demo before they engage. But research shows that by the time a buyer contacts sales, they’ve already completed 57%–70% of the buying journey (CEB/Gartner). That means they’ve likely evaluated alternatives and you’re now just one option among many.
Best practice: Use buyer intent data to detect early buying signals, such as specific topic research, repeat website visits, and job moves. Don’t wait for hand-raisers. Strike early with value-led conversations before a formal buying cycle has even begun. For one industrial automation client, this early intervention led to them becoming sole vendor on two seven-figure deals.
Stat to know: Early engagement can increase your win rate by 50% or more (Aberdeen Group).
2. Engage the Full Buying Group from the Start
Why this matters: Deals get delayed not because one stakeholder says no but because the buying group can’t reach a consensus. According to Gartner, the average B2B buying group now includes between 6 and 10 people, all with different agendas. Engaging just one person – no matter how enthusiastic – leaves you exposed to internal blockers and unseen veto power.
Best practice: Map the full decision-making unit using a Buying Matrix framework. Include champions, influencers, blockers, users, and decision-makers. Create tailored outreach for each role, ensuring every voice is heard and every concern addressed. Multi-threaded sales don’t just move faster; they close at higher rates.
Stat to know: Deals with multi-threaded engagement are 34% more likely to close and move 25% faster through the pipeline (LinkedIn State of Sales).
3. Make Every Interaction Count
Why this matters: In a noisy, saturated market, relevance is your best differentiator. Yet most prospecting still relies on generic messaging that speaks to features, not business outcomes. B2B buyers make decisions based on impact, not inputs.
Best practice: Start with the stakeholder’s agenda, not your product. Tailor messages to pain points by persona: ROI and risk for CFOs, operational efficiency for COOs, and user experience for front-line teams. This creates resonance and builds credibility fast.
Stat to know: 74% of B2B buyers choose the vendor that shows they understand their business needs (Forrester).
4. Use Data to Prompt Conversations, Not Replace Them
Why this matters: Sales teams have never had more data. But too often, it’s used to automate volume rather than accelerate value. Intent data becomes a trigger for templated sequences, creating noise – not movement.
Best practice: Score signals like page views, social engagement, and firmographic fit and validate them with human insight. Specialists should investigate spikes, validate interest, and reach out with messages that reflect real-time buyer behaviour. This human-data balance consistently leads to deeper, more qualified engagement.
Stat to know: Teams that combine intent data with human-led outreach see up to 38% more qualified engagement (Broadley Speaking client average).
5. Qualify Faster. Disqualify Smarter.
Why this matters: Time spent chasing the wrong opportunities slows everything else down. Poor qualification is one of the biggest contributors to long sales cycles and low close rates. According to HubSpot, only 13% of leads convert into opportunities and many teams waste up to 50% of their time on unqualified prospects.
Best practice: Use a modern, strategic-fit qualification model that assesses urgency, stakeholder complexity, budget control, and organisational alignment. Identify and prioritise winnable deals early and confidently walk away from those that aren’t a fit. This boosts deal velocity and protects rep productivity.
Stat to know: Teams with a strong qualification framework increase close rates by up to 30% and reduce sales cycle length by 20% (CSO Insights).
Final Word: Prospecting Isn’t Just the First Step – It’s the Most Powerful Lever
Prospecting doesn’t just fill your pipeline. Done well, it reshapes how fast and how often you win. If your deals are dragging, look upstream. Smarter prospecting delivers earlier engagement, deeper influence, and more confident buying decisions.
With 3 decades of experience in B2B Sales & Marketing, Broadley Speaking is skilled in turning obstacles into opportunities. We partner with clients to create tailored strategies that drive growth, even in uncertain times.
