Assuming you have been in business for a while, there are some prospects, or prospective customers that are in your hopper. Let’s say their are fifty of them, or five of them (choose which scenario fits for you). If you are a brand new business, this applies too. You need to know how to prioritize the leads you get so you know if they are a good use of your time and if they are potentially a good fit for you, and you for them.
Jacques Werth has a great book called High Probability Selling that discusses qualifying and mutual respect from the beginning conversation with a prospective client. I like to think of new opportunities as higher probability or not – it helps me classify my potential new customer engagements.
So what makes for high probability? Think of the metrics that you could use to distinguish one opportunity from another – in other words, for your business, what makes the perfect fit customer? More on this in the next post.