Prospecting isn’t about chasing everyone, but rather focusing on the right ones.
When we talk about prospecting, too many salespeople still think it’s a straight line: make a call, book a demo, close the deal.
That’s not how it works. Rarely does a sale move that fast—and when it does, it’s probably luck, not process.
You need to qualify ruthlessly before you ever think about moving a prospect to the selling phase. That’s why I’ve got six key questions to help you determine if your prospect truly has potential.
1. Do they have “buyer intent”?
Just because someone fits your Ideal Customer Profile doesn’t mean they’re ready to buy.
Ask yourself: what’s the signal or trigger that shows buyer intent? Are they making changes, hiring, expanding, or showing signs of frustration with their current solution?
And sometimes, you won’t find intent externally—you’ll discover it in conversation. You’ve got to ask questions and listen carefully. If they’re locked into a contract for two or three more years, there’s no intent. Move on.
2. What is the problem we’re solving?
If you and the customer can’t agree on the problem, you’re both wasting your time.
You can help clarify the issue—that’s part of your job—but you need to establish the core problem early. This will help you determine how important that problem is to them.
Because here’s the truth: customers only act on their top one or two priorities. If your solution doesn’t tie to one of those, you won’t get a decision.
3. What makes our solution viable?
The biggest competitor you face isn’t another company—it’s no decision.
Your solution must be compelling enough to make the customer act now. Ask yourself: what makes our offer unique or different enough that the customer says, “I need that today.”
If you can’t answer that, you don’t yet have a viable solution.
4. Who owns the decision? Who is the economic buyer?
You can have plenty of great conversations with people who sound enthusiastic—but if they can’t buy, you’re going nowhere.
Find out early who owns the decision. What’s the approval process? How does the organization actually buy?
Too many salespeople spend weeks building a case, only to hear, “I’ll have to take this to the committee.”
Don’t let that happen. Identify the economic buyer before you invest your time.
5. Do they need proof of performance?
Some companies need validation before they commit.
That means testimonials, case studies, trials, or proof-of-concept demos. You need to know this early so you can plan the right path forward. Otherwise, you’ll find yourself stuck in an endless cycle of testing and waiting.
When you understand how much proof they require, you can manage your sales process more strategically.
6. What would a successful relationship look like to them?
This is the question that separates good salespeople from great ones.
Ask your prospect early: “How will you define success?”
If their expectations don’t align with what you can realistically deliver, it’s better to find that out now—not after the deal closes. The goal is to build a partnership that works, not just a transaction.
The Difference Between a Lead and a Prospect
Learn the common pitfalls salespeople face when they mistake interested leads for genuine prospects.
Find episode #365 wherever you download podcasts!
The New Rules of Negotiating: Transparent, Confident, Consistent
w/ Todd Caponi
This discussion challenges sales professionals to adapt to an era marked by transparency and AI while maintaining trust and delivering real value.
Episode #366 is out Thursday!
Copyright 2025, 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.
