step 3 · build the sales engine

prospecting & outreach

Prospecting & Outreach fills your pipeline on purpose: a target list of the buyers worth reaching, built from your ICP, and outreach sequences written from your positioning so they sound like you, not a template. It is the outbound half of the sales system, the deliberate way deals arrive when you are not waiting for inbound to find you.

is this you?

Your pipeline is thin or empty, and you are not sure where the next deal comes from. You know roughly who you sell to, but not a repeatable way to build a list of them and reach out without it feeling like spraying. So prospecting happens in bursts when things go quiet, and stops the moment you get busy delivering.

deliverables

Four things you walk away holding, each a real artefact you can use, not a slide.

• Prospect list protocol: your target list built from your ICP — who to reach, how to source them (Apollo, LinkedIn Sales Navigator), and the protocol to keep it fresh rather than a one-off scrape that goes stale.
• Outreach sequences: the cadence and the messages to reach them, written from your positioning and voice so the outreach sounds like you and opens on the buyer's problem, not your product.
• Reply-handling playbook: the moves that turn a reply into a booked call — how to answer the common responses and objections, and how to make the booking ask — written down so replies do not die in your inbox. The first batch goes out in this session.
• Refined sequences & cadence: once the first batch has run, the sequences and the list tuned against the real response rates, plus the ongoing rhythm you keep running — because outreach gets sharp against real replies, not the first draft.

Sign-off is behavioural, not a handover. It is done when you have a live target list, sequences, and a reply-handling playbook you can run yourself, the first batch is out the door, and the sequences have been tuned against the first real replies.

built to run on your AI

Your list and sequences run on your Context Pack — icp.md for who to reach, voice.md and offer.md for how — loaded into your own Claude or equivalent, so your AI drafts new outreach in your voice and against your real ICP, not generic spam. The motion keeps producing after we are done, instead of going stale the week you stop.

how it works

This is the outbound engine, kept apart from the inbound presence so the two do separate jobs. The prospect list decides who is worth your time, scored against your ICP so you are not reaching people who were never a fit. The sequences carry your positioning into the first touch, so the message lands on the buyer's problem rather than a feature list. Both are built to run without us: the point is a motion you own, not a campaign we run for you.

routing

Mechanical (lean). You are naming the output you want (a list, a set of sequences, a repeatable motion), a clear enough brief to start building from, rather than a symptom we would need to trace back to its cause first. The one thing it depends on is a clear ICP and positioning: the list and the message are only as good as the positioning underneath them.

where it fits in the build

This is the outbound half of the sales system. Deals reach your pipeline two ways: your presence pulls them in (inbound), and this reaches out to find them (outbound). It fills the pipeline the Pipeline Inspection box builds, and the deals it generates get worked by the sales engine once they are live. On its own it finds and reaches buyers; it needs a pipeline to land them in.

who attends

The founder. It is your list and your voice in the outreach, so you make the calls on it. We build the protocol and the sequences; you run them.

how the engagement runs

Four weekly sessions. The £2,000 is fixed for the work, not billed by the session. This assumes your positioning is already locked, so the list and the sequences are a translation of it rather than a fresh diagnosis.

• Session 1: prospect list. We build your target list from your ICP, set how you source it (Apollo, Sales Navigator), and write the protocol that keeps it fresh.
• Session 2: outreach sequences. The cadence and the messages, written from your positioning and voice, ready to run.
• Session 3: launch and reply-handling. You send the first batch, and we build the playbook for turning replies into booked calls — the responses, the objections, the booking ask — so the meetings actually get set, not just the messages sent.
• Session 4: review and refine. Once the batch has run, we read the response rates together, tune the sequences and the list against what landed, and set the rhythm you keep running.

We run these about a week apart on purpose, so the first batch goes out and gathers real replies before we tune the sequences on top of it. If you already have one of these under control, we do not run that session for the sake of it. Working this way keeps the work sharp and built around where your business actually is, not where a plan assumed you would be.

what you need first

• Positioning locked. The list is built from your ICP and the sequences from your positioning, so this needs the Messaging box settled first. If it is not, you buy both: we lock the positioning, then build the outbound off it.
• A pipeline to land the deals in. Outbound generates deals; they need somewhere to go. With no pipeline yet, you buy the Pipeline Inspection box alongside it.
• Prospecting tools, or the willingness to set them up: Apollo, LinkedIn Sales Navigator, whichever fits, and we start with the cheapest that works.
• Access to your CRM (Attio, HubSpot, whatever you run), so the list and the deals it generates land in your system.

comes before

Your pipeline and the sales engine. The deals this generates land in the pipeline the Pipeline Inspection box builds, and get worked deal by deal by the Repeatable Sales Engine once they are live. Outbound is where the deals come from; the rest of the sales system is where they get won.