If you’re a promo pro who works in sales, you know how it goes: You get to know prospects and try to guide them into saying, “let’s do this.” It’s understandable to want to pursue every opportunity, but not every prospect is a good fit. Chasing the wrong opportunities can drain your focus and keep you from working with clients who truly need you.

Trey Morris, a VP/senior consultant for The Center for Sales Strategy, says you have to get ruthless about prioritization if you want to hit your goals and grow your revenue. How can you identify the real opportunities from the ones that aren’t going anywhere? You can ask 3 questions, according to Morris. We share his questions in this issue of PromoPro Daily.

Do they have revenue potential? If a potential client can’t make a meaningful investment, they probably don’t belong in your pipeline, Morris says. Consider whether a prospect has the budget and business scale to justify your time. Also think about whether they could eventually become one of your top accounts. If they’re working with another promo company, could you compete for your share? Morris’ advice? Don’t pursue what’s easy, but what’s worth it.

Can you reach the decision-maker? You can deliver a spot-on pitch and have the perfect solution, but it doesn’t matter if you’re not talking to the decision-maker. Access is everything, Morris says, so always ask who makes the final call and how you can get in front of that person. If your strongest contact can’t move the deal forward, you just have a friendly conversation and nothing more.

Are you aligned on goals and solutions? Even experienced promo pros may miss this one. Unless your solution is aligned with the prospect’s needs, you’re setting both sides up for frustration. Morris recommends asking whether your solution solves a business problem the prospect cares about and if you can deliver real, measurable impact? If the answer is “no,” be willing to walk away.

It’s OK to say “no” to the wrong leads. This frees up your time and resources to say “yes” to the right ones. If you’re wondering if you should stay persistent or walk away, ask yourself the questions above. You’ll know a lead is worth pursuing if they have the budget, you can access the right people and you’re a strategic match.

Compiled by Audrey Sellers
Source: Trey Morris is a VP/senior consultant for The Center for Sales Strategy.