To survive, a business needs to sell. However, a key question involves what methodology and strategy you use to sell. Too often a business will fire out sales efforts to everybody they can hoping to land a sale. A lot of this effort is wasted because without proper customer qualification you really don’t know who an appropriate customer for your service or product is.

I’ve written several times before on the topic that we must listen and understand what the buyer wants and target a product focused on satisfying that desire. We can spend significant time in a situation where the prospective customer doesn’t really need or want what we offer. When we continue to pound on these individuals with hard selling, we simply waste our time. We barely have enough time to focus on those customers who do want what we offer.