When activity slows, the winners don’t “call more lists” – they target smarter.
What we’re seeing in the market
Recent US data suggests business momentum cooled in December, with growth in activity and new business softening heading into 2026. Reuters At the same time, banks have reported tighter standards for commercial & industrial lending, and demand signals aren’t uniform across segments. Federal Reserve+1
What that means for prospecting
In a mixed environment, “spray-and-pray” outreach gets noisier and less effective. The best prospecting teams shift to signal-based targeting—finding the companies and geographies where demand is still real and where your bank can win.
3 prospecting plays lenders can run this quarter
1) Build a “where to hunt” list (by industry + county)
Start with local market indicators: business density, formation trends, revenue bands, and peer mix. (Even when the macro cools, some pockets are still expanding.) Reuters
2) Prioritize accounts that “look like your best borrowers”
Instead of filtering only by NAICS, filter by peer performance: revenue scale, age mix, and stability vs. industry norms. That’s how you find borrowers that are growing through volatility.
3) Make every outreach message answer “Why you, why now?”
Your email should include one specific insight:
- “You’re in an industry segment where peers are seeing ___,” or
- “In your county, we’re seeing ___,” or
- “Compared to similar firms, you’re positioned ___.”
How LenderSquared helps
LenderSquared’s Prospecting Lens helps lenders identify high-fit targets using industry benchmarks + local market context, so your pipeline starts with better accounts—not more noise.
Want us to run a quick prospect list for your footprint? Reply here and we’ll share a sample.
U.S. Small-Business Sentiment Slides on Lower Profits
