How to Build Your Sales Pipeline, Before it Even Exists! – by Sam Richter

An excellent way to find out what’s going on inside a company — and possibly where a company is headed in terms of new products or markets — is to look at its job postings.

For example, if a company is advertising for an engineer who speaks Chinese, it’s a pretty good bet the company is entering the China market. If the company is looking for a sales representative or marketing person with specific industry experience, you can safely guess that the company is going to start selling its products and services to that market.

One of the most comprehensive online information sources for job postings is Indeed ( it’s actually a meta-search engine of job posting sites. Indeed produces search results by pulling from all the major job search engines such as and Career Builder and directly from company job postings.

Indeed helps you look into the future of what a company will be doing, the people it will be hiring, etc. Then you can identify the challenges the company may soon face (or is now facing) and determine if your company has a solution to solve those problems. In a sense, Indeed helps you build a sales pipeline before the pipeline even exists!

IndeedStart by entering the company name into the search form. You can also include a state, city, or zip code.

If you receive several search results — and you will for larger companies —  you may want to conduct a second search and this time either use Indeed’s Advanced Search, or use Boolean logic and craft a more complex search query. For example, if you want to know what skills a company is looking for in its marketing people, you would enter the name of the company (use quotes for multiple word companies) plus the word marketing.

You can also use Indeed to find companies that have a particular piece of equipment or that use a specific service or technology (HINT: use this for building prospect lists). For example, if your company specializes in working with firms that use Salesforce as their customer relationship management software, enter Salesforce in the main search form and then enter a geographic area. Your results will show companies that mention Salesforce as a job requirement.

Indeed also offers the ability to register for email alerts. Following a search, just enter your email address in the “Get New Jobs By Email” form and any time Indeed finds a new job posting featuring your terms, you’ll receive it via email.

If you’re a salesperson, set up an Indeed email alert on your most important prospects. Based on the type of individual the company is looking for, you can tailor your sales calls and presentations. Set up an automatic lead generator by entering the product, technology, or service that your company enhances and Indeed will email you when a company is looking for someone with knowledge of that product or service. Now you can add that company to your valid prospect list.

If you’re an account manager, set up an Indeed email alert on your clients’ competitors. Send your client a note when its competitor is looking to hire someone with specific talents and experience. Or, set up an Indeed email alert on your client and when the client is looking to hire someone, make a referral from your network. Who do you think will get the next job if that individual is hired?

It’s easy to build a highly qualified prospect list filled with companies who have a need for the solution that you offer, now that you Know More!


The above article is ©Sam Richter.  Sam Richter is an internationally recognized expert on sales and marketing. His experience includes building innovative technology, sales, and marketing programs for start-up companies and some of the world’s most famous brands. Sam has won Best of Show at numerous marketing competitions, a Gold Award at the International Film Festival, and he was recognized with a Codie-Award, the ‘Oscars’ of the software industry. He was named one of the Most Influential Chief Marketing Officers on Twitter, and one of the nation’s Top 25 Most Influential Sales Leaders. Sam is the best-selling author of Take the Cold Out of Cold Calling and he presents his #1 rated Know More! keynote presentation and sales training business improvement programs to audiences around the globe. Learn what others say at


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