Four Basic Categories of Prospects

All prospects are not alike. Making sales is not even a matter of finding the prospect’s hot button, because many prospects don’t even have one.

If you don’t know how to read the prospect, all those sales techniques you’ve spent hours learning won’t work either. The basic problem in making the sale isn’t in knowing how to do it, but in knowing how to read the prospect.

Here are the four basic types of prospects. Only one type will become your good customer.

1. “I’m the big kid on the block.” When we were children, we called these guys the bullies. Their biggest joy in life was pushing people around, particularly those who were smaller and weaker. Today these people derive personal satisfaction from getting you in their offices and having a lot of fun bullying you around. They have no intention of buying anything from you for one good reason: They don’t like you and even hold you in contempt.

Don’t view these prospects as challenges. The selling possibilities are close to zero — get away as fast as you can.

2. “You’re a dunce and I’m the smart one.” These prospects’ only goal in life is to make salespeople look as dumb as possible. They will do anything and everything to make themselves look smart by making everyone else look dumb.

It is easy to get an appointment to see them. They are always friendly and never too busy to see you. But once you are in their webs, these spiders go to work. They play by their own set of rules and their goal is to embarrass you by making you look stupid, unprepared, and ignorant.

Even though you’re not going to make a sale, take one important step: Always make the prospect aware that you know you are being used and that you know that the possibilities of making a sale are nil. Don’t get mad and walk away. It is very important for professional salespeople to maintain their dignity.

3. “I’m the teacher and don’t ever forget it.” These prospects know everything and have all the answers. If you say white, the right answer is black. If you say morning, the right answer is afternoon. They make it clear that if you’re smart you’re going to learn from them and if you pass their “test,” the rewards are going to be gigantic. As a result, you do your best to make just the right impression. You want the business and you’re willing to knock yourself out to get it.

Unfortunately, you could spend the next ten years trying to pass their “test,” and you’ll always fail! These prospects never buy! They have total disregard for salespeople.

Rise above the situation and take charge! Indicate to the prospect why it is inappropriate for you to do business with him. (His needs may be too specialized for you, or his company doesn’t meet your customer profile, etc.) Make it clear that no matter what the prospect tries to do, you are in charge and you can play the game, too.

4. “I’m listening because you’re the expert.” In the final analysis, this is the only type of prospect worth pursuing. Such prospects assume you are competent and that you know their needs and requirements and have their best interests at heart. But don’t be fooled; these prospects are not cream puffs. In fact, they are the toughest of all — but they are also the ones who buy!

Most salespeople totally misread this type of prospect. You may assume that because she is open, straightforward, friendly and honest that what you say, how you come across, and the information you present aren’t really too important — maybe even “window dressing.”

Then when there’s “no sale,” you’re completely confused. The major mistake is not understanding how these prospects think. Their thought process goes something like this: “In order to derive the greatest benefit from a salesperson, I must allow that person to do the best possible job. It is my responsibility to create the conditions which will permit the salesperson to do his or her best work.”

Who could ask for anything more? On the surface, this is exactly what anyone in sales wants most. But the prospect’s manner and style are often deceptive and too many salespeople miss what is happening. They are so interested in what they want to accomplish that they fail to see and listen.

By setting the stage to bring out the best in a salesperson, these prospects also create conditions which will permit the worst to come through just as clearly. They will know if you are inexperienced, lack product knowledge, have prepared poorly and made little or no effort to understand their business. These prospects give you the opportunity to fail. If you are really the expert, you get the sale. If you are not, you’re out the door.

Assess each selling situation carefully. Don’t waste your time on prospects who have no intention of buying. When it comes to percentages, you can’t ask for any more than one-out-of-four. But to sell the 25 percent takes more than “sizzle” and the latest sales techniques. It takes competence.