8. Judging Books by Their Covers
You should approach every sales prospect as a prospective customer. Until you begin to build a relationship with your prospects, you have no idea about their background, needs, or means.
Salespeople routinely miss sales because they prejudge their customers. Do not let your preconceptions about race, creed, gender, ethnicity, or appearance stand in the way of making a sale. That customer you were quick to dismiss may surprise you by becoming your top client.