Into the Unknown: A Practical Guide to New Territories

Into the Unknown: 

A Practical Guide to New Territories

By Frank Hurtte

Launching a new territory is one of the toughest assignments a distributor salesperson can take on. You walk into a geography where nobody knows your name, nobody is waiting for your call, and nobody has a reason to trust you yet. It is a blank slate in every sense of the word. 

A lot of good people underestimate how much structure it takes to build momentum from scratch. The ones who struggle usually fall into two traps:

• They skip the process
• They give up too early 

Both are avoidable, and both will cost you months of progress.

Why Process Matters More Than Ever

When you head into new territory, you don’t rely on luck to get you where you’re going. You rely on a map. A sales process works the same way. The old “drive around and see who you can bump into” routine is dead. Customers are busier. Gatekeepers are gone. Random drop‑ins are rarely welcomed. Even seasoned sellers struggle to remember what worked in "the old days" because the world has changed.

A defined process gives you:

• 
  repeatable actions
• measurable progress
• faster traction
• coaching opportunities
• fewer wasted sales cycles

This is not about being rigid. It is about eliminating randomness. Randomness is expensive.

A Modern Process for Launching a New Territory

1. Build a Target List

Start with business directories, online databases, and SIC or NAICS codes. Identify companies most likely to buy what you sell. Keep the list manageable. Finding forty prospects is still a smart starting point.

2. Prioritize by Fit

Look at your strongest accounts in established territories. What industries do they represent? What problems do they bring you? Use those patterns to rank your new list. Don't try to reinvent the wheel.

3. Prepare Your Call Sheet

Put your forty prospects into a simple spreadsheet with:

• company name
• contact name
• phone and email
• notes
• call attempts

Then call straight down the list. No skipping around. Skipping is how people avoid the hard calls.

Note: If you start with the difficult calls first, you'll feel like a rockstar, and the rest will be a cakewalk!

4. Use a Script (Yes, You Should)

Most calls will go to voicemail. A simple, direct message still works:

“I’ve recently been assigned to serve your company and would like to schedule a good time for us to chat. Give me a call. I promise this is not a sales call and it will be brief.”

If you connect with a live person, keep it short. No pitches. No product dumps. Just a request for a short conversation to see if you are a fit.

"I have recently been assigned to provide service to this area. I would like to talk for 15 minutes to learn more about your company. This is not a sales call. There will be no sales pitches or product demonstrations. I simply want to learn about your company to determine if we are a good match. Can we set up a quick appointment?"

5. Call in Blocks

Block a day or half‑day and run down the list. Log the time of each attempt. You will start finding patterns. Early morning, just before lunch, and late afternoon are still the best times to catch people.

6. Follow Up More Than You Think

Most sellers quit after one or two attempts. Research and
experience say it takes five to seven touches to reach someone. Don’t believe me? This happens often: I call a person using this process and finally reach them after five calls. They apologize for being so busy or tell me they had planned to call back but forgot. Never have I ever had a person chastise me for being persistent. Persistence is not annoying. It is professional.

Divide your list into five groups of eight and rotate your calls daily. This keeps your activity consistent and prevents burnout.

Use something like this:
“I had a few extra moments today between appointments and wanted to give you a quick call back. It would be great if we could chat so I can learn more about your company. ”

7. Avoid the Common Pitfalls

• Do not open with the salesy “How are you today?”
• Always leave a message. No message seems like a telemarketer or spam call.
• Vary your call times.
• Don't be a bother by calling someone twice on the same day.

Small habits separate the pros from the amateurs.

The Bottom Line

Launching a new territory isn’t magic, and it sure isn’t luck. It’s steady work done the same way, day after day. Follow the process, and you’ll be surprised how quickly you go from “Who are you again?” to “Glad you stopped by.”

If your team is expanding into new territories or struggling to gain traction, River Heights Consulting can help you build a practical process that works in the real world. Reach out when you are ready to strengthen your team’s approach.

TL;DR

A new territory requires structure, not guesswork. Build a targeted list, prioritize by fit, follow a consistent outreach process, and avoid common pitfalls. A disciplined workflow accelerates traction and reduces wasted effort.

About the Author

Frank Hurtte has logged a lot of miles in the distribution world, both literally and
figuratively. He’s helped countless teams navigate new markets, avoid wrong turns, and build traction where there wasn’t any before. His advice is grounded in real‑world experience and a belief that a steady process beats guesswork every time.

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