In this presentation, Hishem Azzouz introduces the KRP framework—Knowledge, Relationship, Pitch—as a systematic approach to B2B prospecting. He explains how to benchmark prospects against these three pillars, starting with deep, non‑public knowledge about a target (deal size, ideal customers, exit timeline, hidden challenges) and rejecting superficial information that can be found in a quick Google search. With solid knowledge, salespeople can build genuine relationships by demonstrating credibility and solving the prospect’s problems. Once trust is established, the final step is to pitch tailored offerings such as retainers, projects, or high‑value solution packages (HSSPs). The speaker stresses that each stage must be completed before moving to the next to maximize conversion and revenue.
Chapters
And we put together a model that we call KRP, which is knowledge, relationship, pitch. And the idea is, is that you can start to benchmark your prospects against those three things. What do you know? You know, do you have a strong relationship? And then how can you pitch, you know, in those scenarios? So the knowledge part of the baseline is when you're looking at a customer, you're looking at a client, you go, what do I actually know about them? And I'm really brutal with my team on this, but I'll ask them, I say, what do you know about? Prospect XYZ. And if they tell me anything that I can find in Google in 30 seconds, they'll get shut down immediately. So I go, you don't know anything, right? If you can't tell me things about your prospect that you can't find on the internet, you're not doing your job well enough. I want to know what their average deal sizes are. I want to know who their target customers are. I want to know if there's certain customers that they're really struggling to get into and actually they would love a rep who can get them into that company. I want to know where they are on their kind of exit journey. How long have they got before they actually go out there? All of the things that you, you know, you can't really find just on a quick Google search. You know, if they tell me they're doing $100 million of ARR and they've got an office in 37 locations and their CEO is XYZ, I go, well, yep, we all know that. And so do your competitors. You're looking for information that your competitors don't know. And that's the knowledge part. And once you've got the knowledge part, you can build the relationship with your potential prospect by doing kind of what we said earlier, which is, I know this, I know that, or, you know, I understand you're in the process of doing this. And you build credibility with that individual because you're helping solve problems, which is fundamentally what we're here to do. And then once you've got the relationship piece down, then you can pitch, then you can talk about the retainers, the projects, the HSSPs, you know, the solution that ultimately that will make you money. But you've got to go through those 3 steps to really kind of get to that end goal.
