Our economy is in a slump. In order to survive and thrive in this world of downsizing and layoffs, business owners and their sales staff must learn how to engage employees, build an adequate sales pipeline and generate the revenue necessary to be profitable. A great salesperson is one who has a reliable pipeline of qualified prospects. An even greater salesperson will have the ability to close business this week while having the workforce and machinery to wait on future opportunities as they come along.

Here are six of the most effective ways to find your salespeople:

1) Lead generation – when there is no need for a sale, it is a sign to move on to the next prospect. Simply walk around your department and ask the receptionist the question: “I need your help…. Who has been in touch with a senior executive of ABC Company?”

If an employee answers “No”, move on.

2) cold calling – to generate warm prospects that can be contacted while you have the opportunity to meet them as a person. Be certain to have up to date, clear guides for your telemarketers to create the right message for each person/company.

3) leads – cold calling and lead generation are all about quantity. Pass the name of every single person you contact to your sales people and, when they make the call, have them provide the person you are seeking with their name, contact information and the company you are calling about. After all, they are the phones people.

4) secured appointments and sales presentations – This tip comes from a friend who sells PortaBull Fuel and he said, “To close sales while resources are at their best. Have dedicated sales staff waiting on your salespeople so that when a prospect shows interest in you and in your firm, those who have been in contact have their business cards ready to make the sale.”

5) endorsements – for example, let’s say you have two companies and you need several quotes from each company. You call your sales staff to ask who you need the quotes for. When you get them on the phone, ask your staff for their personal appointments with the companies. If no one with a “need” is present, you might be able to ask the staff to contact the organizations directly.

6) appointment setting – prospective business relationships can be built over the phone. As with a lead generation campaign, ask the receptionist/ BP – “Which ABC companies need an appointment setting campaign?” and so on. The leads would then fall into your lap, and together, you might agree on a “meeting” where your staff can pitch the need of your firm, or gain the interest of a strong “closer” who has had the benefit of recent expansion and is interested in expanding the firm’s business relationships, or partaking in some kind of consulting/service to improve the firm’s productivity.

The key I’m describing in this article is the concept of a good sales campaign – in which you will procure to find your customers via their workforce. Sales is a ‘people’ activity for most companies. If you don’t talk to your employees, you won’t know who you are dealing with – or what their needs are. However, if you use a lead generation and appointment setting campaign that is focused on acquiring new business, you will be dealing with your employees. You can therefore use the leads generated to have being more effective when discussing the businesses or individuals they are prospecting.