V Skill HF-D8.1-002 cross-sector 12 skills
Acquisition and lead generation
Finds and approaches new customers through network, telephone, email and online channels, and turns interest into a concrete conversation.
How hrmforce measures this
- Assessment method
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce instrument
- Competency Check, Work sample test, 360 Feedback
- Competency (50-framework)
- Commercial acumen
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
The candidate performs a representative work sample under standardised conditions.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Calls a supplied list of prospects following a fixed conversation outline and records the outcome for each contact. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Builds an own prospect list from market and network information and books new first conversations with it every week. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Develops the acquisition approach for the whole organisation, chooses channels and messages and tests these against achieved conversion. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| V | Cold calling Outbound calling | Calls unknown prospects, opens the conversation and converts interest into an appointment. | declining |
| V | Warm acquisition through existing relationships Warm outreach · Referrals | Approaches prospects through existing customers, former contacts and introductions and asks for a meeting. | rising |
| V | Lead qualification with BANT BANT qualification | Tests budget, authority, need and timeline of a lead and decides whether follow up is worthwhile. | rising |
| V | Lead qualification with MEDDIC MEDDIC qualification | Maps metrics, decision maker, criteria, process, pain and internal champion of a deal. | rising |
| V | Building a prospect list Prospect list building | Compiles a list of matching companies and contact persons using sources and filters. | rising |
| V | Social selling on LinkedIn Social selling | Builds online visibility and contact with prospects through messages, comments and own posts. | rising |
| T | Using LinkedIn Sales Navigator | Searches and filters prospects in Sales Navigator, saves lists and sends targeted messages. | rising |
| V | Cold email outreach Cold email | Writes and sends sequences of acquisition emails with follow ups and measures the effect per sequence. | declining |
| V | Staffing a trade fair booth Trade show selling | Approaches visitors at a booth, qualifies them briefly and records their contact details. | rising |
| V | Following up inbound leads Inbound follow up | Responds quickly to enquiries via website, telephone or chat and converts them into a conversation. | rising |
| V | Writing a call script Call script | Builds a conversation structure with opening, key questions and common objections for telephone acquisition. | declining |
| V | Lead generation with forms and lead magnets Lead magnet | Uses downloads, webinars and forms to collect contact details of interested visitors. | rising |