The blog

Write your ideal customer in one sentence, and use it to sort your prospects

An ideal customer profile that fits in one sentence can be tested, shared with the team and turned into a score. A three-page document is no use at all. The formula, five observable criteria, and the threshold below which you do not write.

4 min read

Prospecting on LinkedIn in France, Belgium, Switzerland and Luxembourg: what changes from one country to the next

France, Belgium, Switzerland and Luxembourg are not one single French-speaking market. Working language, register, currency, company registers, sending rules: what an SME needs to adapt before writing.

5 min read

A five-step B2B prospecting system, from targeting to the meeting

Target, understand, personalise, prospect, manage. What happens at each step, what it must produce for the next one, and why most SMEs lose their prospects between two steps rather than within one.

4 min read

Structuring a 30-minute first sales meeting that ends in a decision

A first meeting is not a demo: it is a shared diagnosis that ends in a decision. The five-block structure, the questions that get people talking, and why a "no" at minute twelve is a good result.

4 min read

LinkedIn prospecting tools: what a B2B SME should check before choosing

Most LinkedIn prospecting tools are designed to send a lot. An SME that prospects with two or three people needs something else. Six questions to ask before you sign.

4 min read

LinkedIn meetings that go nowhere: qualify before you accept the call

A diary full of meetings that lead nowhere is a qualification problem, not a volume problem. Three questions to ask by message before blocking the slot, and how to say no politely.

4 min read

The first LinkedIn message: six examples, annotated line by line

A first prospecting message has three parts: an observation, a bridging sentence and a short question. Three messages that fail, three that open a conversation, and what makes the difference in each.

4 min read

How many prospects should you contact on LinkedIn? Work the numbers backwards

Start from the number of meetings your business actually needs, work back up the chain of rates, and you will know how many invitations to send. Above all, you will see that volume hits a ceiling quickly: targeting and the message are what make the difference.

5 min read

LinkedIn posts for business leaders: write for your future clients, not for likes

For a B2B SME, a LinkedIn post does not need to be seen by lots of people. It needs to be read by the right people and make your prospecting messages easier to accept. Topics, structure, cadence and moving to a private message.

4 min read

A prospecting sequence on LinkedIn, by email and on WhatsApp: what to say, where and when

Four touchpoints over two weeks, then a stop at day 21. One simple rule: you change channel to change context, never to repeat yourself. The full model, with an example message for each step.

5 min read

GDPR and B2B prospecting: what is allowed in France, Belgium, Switzerland and Luxembourg

Writing to a decision-maker without their prior consent is possible in France and Luxembourg, under specific conditions. Belgium is stricter for named addresses. Switzerland is stricter on bulk email. The actual framework, market by market, for an SME that does its own prospecting.

5 min read

Starting LinkedIn prospecting in an SME: the plan for the first 30 days

An SME's first month of LinkedIn prospecting runs in four weeks: target, write, send and follow up, then steer. A week-by-week plan, with a volume LinkedIn accepts and an honest way to read your first numbers.

8 min read

A lightweight CRM for an SME that prospects: six columns and one rule

In an SME where two or three people sell, a heavyweight CRM ends up abandoned within two months. Tracking that lasts fits into six columns, and only one does all the work: the next dated action.

4 min read

LinkedIn reply rate: measure it before you compare it

Published reply rates cannot be compared: nobody counts the same thing. How to define the metric once and for all, calculate it on a closed cohort, and know what to change when it stalls.

4 min read

Keeping up a sales cadence when you run an SME: a baseline and a few peaks

When delivery is overflowing, the managing director stops prospecting; when it slows down, they prospect in a rush. Breaking the cycle comes down to two rules: a weekly baseline that is not up for negotiation, and a few planned peaks during the year.

4 min read

Organising an SME's LinkedIn prospecting over time

An SME's LinkedIn prospecting does not stop for lack of method but for lack of organisation: it depends on one person, stops as soon as the diary fills up and lives in an inbox. How to turn it into a routine that lasts.

5 min read