The 5 P’s of prospecting according to Jim Brodo are Purpose, Preparation, Personalization, Perseverance, and Practice. These principles represent a prescribed approach towards sales prospecting. It is a reference to the 5 P’s of marketing Product, Price, Place, Promotion, and People as proposed by Jerome McCarthy and popularized by Philip Kotler. They were originally 4 P’s and the last one (People) was added in later.