Every prospect you approach falls into one of four categories:
- Category 1: They need, want and can afford your product and will buy it
- Category 2: They need and can afford your product, but don’t want it
- Category 3: They need and want your product, but can’t afford it
- Category 4: They need, want and can afford your product, but won’t buy it.
Unfortunately, the only one that’s likely to lead to a sale, of course, is Category 1.
If you ask a lot of salespeople what their main goal is when prospecting they’ll tell you, “It’s to set up a face-to-face meeting.” But wait a minute. Unless someone is absolutely, positively in Category 1, why would you waste your time meeting with them? Shouldn’t the first goal be to disqualify dead-end prospects, while getting real prospects to qualify themselves?
Problem is, when you meet with a prospect, they don’t have a number stamped on their forehead. They don’t say, “Oh, by the way, I’m a Category 4. Don’t waste your time with me.” So what should you do to find real buyers – those in Category 1?
Here’s one way: Pay attention to what they will do. Category 1 buyers are active buyers. They have no problem telling you what they’re going to do next. Buyers in the other three categories can’t.
Subscribe to the Sales Blog
Get the latest research on workplace learning with weekly posts delivered to your inbox