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🎧  Mastering Sales Targeting & Outreach
Podcast Sales Performance / PodCast / Jun 6, 2025 / Posted by Gui Costin / 1

🎧 Mastering Sales Targeting & Outreach

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On a recent Sales Pop podcast, John Golden and Gui Costin, CEO of Dakota Financial Software, dissected the modern state of sales effectiveness. Costin emphasized the importance of moving beyond vague targeting to gain a deep understanding of ideal customer pain points and build qualified lead lists—quality over quantity is key, as it avoids the “feel good funnel” of unvetted opportunities. He shared actionable outreach strategies from his book “The Dakota Way,” like crafting emails with ultra-clear subject lines and concise calls to action, and approaching phone calls with clear introductions and professionalism. Thorough preparation, active listening, and asking direct, “tough questions” about a prospect’s interest were also highlighted as crucial for success.

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About Author

Gui Costin is the Founder and CEO of Dakota, a financial, software, data and media company based in Philadelphia, PA. Dakota’s flagship product, Dakota Marketplace, is a database of institutional investors used by over 6,000 fundraisers and many of the leading global investment firms. Prior to starting his entrepreneurial career, Gui earned his Bachelor of Science in Rhetoric and Communications from the University of Virginia. In 2001, he relocated to Philadelphia, working for several firms in the area before founding Dakota in 2006.

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About Author

Gui Costin is the Founder and CEO of Dakota, a financial, software, data and media company based in Philadelphia, PA. Dakota’s flagship product, Dakota Marketplace, is a database of institutional investors used by over 6,000 fundraisers and many of the leading global investment firms. Prior to starting his entrepreneurial career, Gui earned his Bachelor of Science in Rhetoric and Communications from the University of Virginia. In 2001, he relocated to Philadelphia, working for several firms in the area before founding Dakota in 2006.

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