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Jon Buehler from Jacksonville asks: “How do you maintain the consistency and intensity with prospecting? I find myself doing these sprints to get momentum, but struggle to keep that momentum going for long, sustained periods of time.”

Jon’s question gets to the heart of one of the most significant challenges in sales: maintaining disciplined, consistent, daily prospecting over the long haul. It’s a challenge that plagues even experienced sales professionals.

In this Ask Jeb article and Sales Gravy Podcast, I dig into why this happens and how to fix it.

The Prospecting Paradox

Prospecting is the lifeblood of sales success, yet it’s the activity most salespeople hate and avoid. This creates a dangerous pattern I call the “desperation rollercoaster”—a cycle that wreaks havoc on your results, your mental health, and ultimately your career.

Here’s how it works: You prospect hard for a while, fill your pipeline, and start closing deals. Life is good. Then you get busy servicing those new clients and tell yourself you’ve “earned a break” from prospecting. Your prospecting activity slows down or stops entirely.

Fast forward 30-90 days, and suddenly your pipeline is dry. Panic sets in. Your manager is breathing down your neck. Your commission checks shrink. Only then do you rediscover your “motivation” to prospect.

And the cycle repeats. Up and down. Feast and famine. This isn’t a strategy; it’s a recipe for burnout and inconsistent performance.

The Hidden Costs of Inconsistent Prospecting

The desperation rollercoaster creates damage far beyond just an empty pipeline. When you’re desperate for deals, everything about your sales approach deteriorates:

• You become pushy and pitchy instead of consultative
• You come across as desperate and insecure
• You focus exclusively on what YOU need, not what the PROSPECT needs
• Your discovery questions become shallow
• You skip crucial steps in your sales process
• You discount aggressively because you have no leverage
• Your negotiation and closing skills deteriorate

In short, when you’re desperate for deals, you sell terribly. Inconsistent prospecting doesn’t just hurt your pipeline—it undermines your entire sales approach.

The 30-Day Rule: Why Consistency Matters More Than Intensity

In Fanatical Prospecting, I discuss the “30-Day Rule”: The prospecting you do in this 30-day period will pay off in the next 90 days.

This rule explains why inconsistent prospecting is so dangerous. When you take even a single day off from prospecting, it creates a hole in your pipeline 30-90 days from now. Take a week off, and you create a significant gap. Take a month off, and you essentially guarantee a sales crisis in your near future.

Understanding this principle makes it crystal clear why consistency trumps intensity every time. I’d rather see you make 20 prospecting calls every day for a month than 100 calls in a single day and nothing for the rest of the month.

The Pain and Pull Method for Maintaining Motivation

So how do you maintain your prospecting discipline when motivation inevitably fades? I use the “Pain and Pull” method.

The Pain: Visualize the Consequences

When I don’t feel like prospecting (and yes, even after decades in sales, I still have those days), I vividly picture what will happen if I skip it:

• The stress of an empty pipeline 60 days from now
• The uncomfortable conversation with my team
• The hit to my income and reputation
• The desperation that will undermine my sales approach

By focusing on the pain I’ll experience in the future if I skip prospecting today, I create immediate motivation to pick up the phone.

The Pull: Connect to Your Why

My friend Victor Antonio calls this “the big pull,” connecting your daily prospecting discipline to your most important goals and aspirations.

Nobody wakes up excited to make cold calls. But many people wake up excited about buying their dream home, sending their kids to college, or achieving financial independence.

When prospecting feels hard, don’t focus on the calls. Focus on what those calls will create in your life. What’s on the other side of those dials that makes them worth doing?

• Is it the vacation you’re saving for?
• The home you want to buy?
• The financial security you’re building?
• The career advancement you’re pursuing?

As I often say, the only thing that matters in prospecting is how bad you want it. Not how bad you want to prospect (no one wants that), but how bad you want what prospecting will give you.

Building an Identity-Based Prospecting Habit

Beyond motivation, the ultimate solution is to make prospecting a non-negotiable habit—something you do automatically without requiring willpower or motivation.

James Clear’s excellent book Atomic Habits provides a framework for this approach. The key is shifting from outcome-based habits (“I need to make 20 calls today.”) to identity-based habits (“I am the kind of salesperson who prospects every day, no matter what”).

When prospecting becomes part of your identity—something you simply do because it’s who you are—consistency becomes much easier to maintain.

Here are some practical steps to build this habit:

1. Schedule prospecting blocks early in your day – before distractions and fatigue set in
2. Make it ridiculously easy to start – commit to just 5 calls to overcome initial resistance
3. Create an environment that eliminates distractions – turn off notifications, close unnecessary tabs
4. Track your activity religiously – what gets measured gets managed
5. Celebrate small wins – reward yourself for consistency, not just outcomes

The Bottom Line

Prospecting is like rent; it’s due every single day. Your income, your confidence, and your future pipeline are paid for in advance with consistent daily activity.

The next time you feel like skipping your call block, remember this: The salespeople who win are the ones who prospect when it’s inconvenient, when it’s uncomfortable, and when no one is watching.

When you’re tired, when you’ve given everything you’ve got, and when you’re tempted to call it a day, make one more call. That’s where the difference between average and extraordinary happens.

Because in the end, your success in sales isn’t determined by what you do occasionally. It’s determined by what you do consistently.

Learn the keys to developing a Fanatical Prospecting Mindset in Jeb Blount’s course: Fanatical Prospecting Essentials