Before making sales calls, you must clearly understand both what you’re selling that is unique, as well as whom you’re selling it to. Begin by pinpointing the urgent problems your prospects face—often discovered through conversations with existing customers or by conducting focused research if you’re new to the market. By segmenting these customers, you’ll uncover distinct buyer motivations, allowing you to select the most valuable market segments and formalize your Ideal Customer Profile (ICP). Once you’ve identified your ICP, validate those insights with data, ensuring accuracy. Then, tailor your messaging and reach those potential buyers in the channels they already use . As you gather feedback, keep refining both your product pitch and your sales approach. Lastly, regularly review your ICP and overall strategy to stay aligned with shifting market needs.