Prospect Smarter, Not Harder: Lessons from Tom Nation on the Future of Prospecting
Prospecting: most salespeople hate it, few feel good at it, and nearly everyone admits it’s essential. At BD Matters' recent masterclass, Tom Nation from Sandler cut through the noise with a refreshingly practical and no-nonsense guide to how prospecting is evolving and how sales professionals can evolve with it.
Tom’s core message? You don’t have to love prospecting. But you do have to do it. And in today’s world, doing it well means doing it smarter, with the right mindset, tools, and techniques.
Here are the biggest takeaways from the session:
1. Prospecting has gone digital - so should you
Tom showed the prospecting tools he uses daily. The takeaway was simple but powerful: modern prospecting is tool-driven. If you’re not using digital tools, you’re falling behind.
Some of his top picks are:
Apollo, ZoomInfo, Lusha – for B2B data and contact details.
Humantic AI – to tailor messages to personality types.
Fathom – a digital meeting note-taker that even drafts follow-up emails.
Magical – a Chrome extension that lets you use shortcuts for commonly sent messages.
Grammarly – for polishing your outreach messages (Tom’s personal favourite).
“Prospecting today is about consistency and efficiency. Tools help you scale without losing your edge.”
2. Prospecting isn’t a one-size-fits-all
Throughout the session, Tom emphasised that what works for him might not work for you. Some people hate cold calls. Others thrive on them. The key is to play to your strengths.
A quick group exercise highlighted this diversity:
Cold calling was widely seen as ineffective, unless it was timed well (eg post-event follow-ups).
LinkedIn was the most consistently effective channel, particularly when combined with insights like website visits (via tools like Clearbit) or recent job changes.
Voice notes on LinkedIn were a standout tactic - most prospects have never received one, and that novelty creates impact.
3. Multi-Channel, Multi-Touch = Maximum impact
No single touchpoint does the job anymore. Tom's prospecting success comes from layering methods:
Day 1: Cold call + LinkedIn connection request + email
Day 3: Follow-up call
Day 8: Call + email
Day 12: LinkedIn video or Dripify campaign
The secret? Relevance. Every touchpoint should have a reason, a hook, or a trigger, like a recent role change, industry event, or content engagement.
4. LinkedIn prospecting: do more than connect
LinkedIn remains one of Tom’s strongest prospecting tools but not just for connections.
Here’s what he recommends:
Use Sales Navigator to build precise lists based on roles, industries, or recent job moves.
Look for trigger events like new decision-makers joining a company.
Combine Sales Navigator with tools like Dripify to automate (but personalise) sequences.
Pro tip: Keep LinkedIn messages short and non-pitchy. Tom’s typical message? “This may not be relevant to you, but you never know where a conversation might lead.”
5. Automation isn’t evil - just don’t be spammy
Automation often gets a bad rap, especially on LinkedIn. But Tom’s take was balanced: automation can save time and create scale, but it has to feel human.
Tools like Dripify let you:
Send staged connection requests and messages
Engage with content (likes, follows)
Track metrics like acceptance and response rates
To keep messages sounding natural, Tom runs them through Grammarly before launching a sequence. The result: automation that doesn’t feel robotic.
6. LinkedIn voice notes = secret weapon
One of the simplest and most underused prospecting hacks?
LinkedIn voice notes.
Tom swears by them. They stand out in crowded inboxes, build instant rapport, and show there’s a real person behind the message.
“Most people say, ‘You’re the first person to send me a LinkedIn voice note.’ That alone starts a conversation.”
Keep it short (under 60 seconds), sincere, and value-driven. Use them after a connection is accepted as a casual thank you or warm intro.
7. Events, talks and networking still matter but be strategic
Digital tools dominate, but real-life touchpoints haven’t lost their value.
Tom’s advice?
Be selective with events - prioritise ones your ideal clients attend.
Don’t just turn up - plan who you want to speak to.
Use tools like Vidyard to send personalised video invites ahead of events: “Hey, I saw you’re attending, fancy a coffee at the venue?”
Hosting free talks also builds credibility. Even if someone’s not ready to buy, they’ll remember your insight.
8. Cold calling isn’t dead - it’s just smarter
While many avoid the phone, Tom embraces it, but only with the right approach.
Key tactics:
Research just enough to sound informed, not scripted.
Use cold calls as part of a multi-channel strategy.
Open with insight, not a pitch: “We often hear companies like yours struggle with…”
Don’t expect to book a meeting on every call. Use it to build familiarity and qualify interest.
9. Direct mail is making a comeback
Want to really stand out? Go offline.
Tom shared a great example: sending a book with a handwritten note to a prospect. The response? No sale (yet), but a lasting impression.
Even small mailers can be powerful when combined with other outreach, think of it as another touchpoint in the sequence.
10. Use AI to speed things up (without losing your voice)
Tom uses ChatGPT to brainstorm emails and outreach messages. Then he tweaks them for tone and uses Grammarly to polish the final version.
The result? Less time staring at a blank screen and more time prospecting.
Final word: focus on your strengths, test relentlessly
Tom wrapped up the session with a challenge: test everything, but double down on what works for you. Whether that’s voice notes, events, email, or cold calls, build a prospecting strategy around your strengths - not someone else’s.
And above all: prospecting is tough but the right tools, mindset, and habits make it a whole lot easier.
You can access Tom’s masterclass online and all our other amazing on-demand masterclasses when you sign up as a Youngling member via here.