Prospecting is more than just reaching out. If you believe you can help someone, you owe it to them to have that conversation. But here’s the hard truth: not every lead should get your precious time. Qualifying is everything. Get it wrong, and you’re spending hours chasing deals that will never land.
The following ten questions will help you separate real opportunities from costly distractions. Don’t settle for hope and guesswork; instead, base your prospecting on clear, actionable criteria.
1. Do they fit our existing ICP?
Start here. Does this potential customer fit your Ideal Customer Profile? If the answer is no, why even bother? Prospects who don’t align with your best-fit customer are usually a waste of time.
Focus on the companies you’re proven to serve well.
2. Are they serviceable?
Don’t ignore logistics. Is this account in a region you can serve? Do they have a buying plan that matches up to how you deliver?
Sometimes a lead looks great on paper, but they’re out of reach because of process, geography, or current capacity. Be real about what you can handle.
3. Is their operational structure compatible with how we operate?
Dig into the details. Does their way of doing business line up with yours? Maybe they want huge, infrequent bulk orders, but your model is built for daily shipments.
The same goes for onboarding if you’re selling software. If you can’t support their needs, move on.
4. Can we identify multiple people to reach out to?
Single-threaded relationships get you nowhere. You need access to more than one contact. Real deals require working relationships across decision-makers and influencers. If you can’t identify those people, your chances shrink quickly.
5. What are the signals / triggers within the customer or their industry we can respond to?
Look for real reasons to engage now. Is there a trigger event? Maybe they’re expanding, launching a new product, or have just gone through a leadership change.
If there’s nothing pressing or time-sensitive, odds are you’re chasing interest, not intent.
6. Are there existing parameters that could hinder our outreach?
Every prospect comes with barriers. Do they have a locked-in contract with a competitor? Are there regulatory hurdles, security clearances, or buying groups that slow the process? Know these up front, so you don’t get blindsided later.
7. Can we profitably serve the customer?
Don’t chase unprofitable business. There’s no glory in winning at a loss. Be honest about what it will cost to win and serve this customer. If the margin doesn’t work, let it go. The best sales professionals pursue value, not volume.
8. Is there an existing relationship with them?
Any warm connection is gold. Maybe someone from your team has worked with them before or knows key players. Good relationships open doors and accelerate sales cycles. Don’t overlook the value of your network.
9. Have we worked with them before?
Research your company’s history with the prospect. Maybe the last engagement went poorly, or maybe it was a huge success. Either way, knowing this background gives you a head start, or warns you of baggage you’ll need to address.
10. Do we have the resources available to support the sales process?
Big accounts come with big asks. Can you support a pilot program, trial, or complex onboarding? If you don’t have the team or the bandwidth, be honest about it.
Don’t promise what you can’t deliver; it will always cost you more in the end.
You don’t need perfect answers to all ten questions before you start prospecting. But you do need clarity fast. If you can’t check at least seven boxes early on, you’re probably better off walking away.
Your time is your most valuable asset. Invest it with prospects who meet these criteria, and you’ll find yourself closing more deals with less effort.
The most significant differentiator isn’t your product, price, or even your pitch—it’s your integrity.
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Copyright 2026, Mark Hunter “The Sales Hunter” Sales Motivation Blog. Mark Hunter is the author of A Mind for Sales and High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results.
