I was doing a nationwide consulting project for Xerox and I had a chance to train their field sales force as well as install a telemarketing unit.

I prepared by interviewing their best salespeople. One memorable producer was very insightful when it came to defining who makes a great customer:

People in pain, he said, quite assuredly.

I asked him to elaborate and he defined these as folks who have a problem and they simply must solve it, now.

His job is to get them to feel their pain, strongly, and then to put them out of their misery with a half-million dollar suite of products and services.

This is one of the best definitions Ive come across for who is worth paying attention to, as a prospect. If someone is in pain, and he knows it, thats ideal. If he doesnt know it, and you can get him to realize it, efficiently, then its the next best thing.

But if you cant get him to feel any pain, theres no motivation to buy.

Lots of prospects that we might define as needy are in denial.

They just dont want to believe they have a problem that requires a solution. If you do a check-up from the neck-up, theyre as good as dead.

Try to remember these five requirements for having a qualified prospect:

(1) They have a need.

(2) They feel its importance.

(3) They have the authority to address it.

(4) They have the money and can spend the money to address it.

(5) Theyre willing to accept our help.

The top sales gun at Xerox was referring to numbers (1) and (2). Prospects must have a need and perceive its importance.

But (3), (4), and (5) also have to be in place.

Please dont underestimate the significance of (5). Potential buyers must be open to the idea of receiving your help. You could be trying to sell into a company that for political reasons, cant award a contract to anyone other than a local person, or to a first cousin.

Why work your way through the first four items, only to be blocked from getting the deal? For instance, as a consultant I have talked with prospects that had a need, appreciated its importance, had the budget and authority to solve it, but that didnt want outside help.

So, depending on what you sell, you might want to juggle around the order of your qualifying questions to place (5) higher up.

Knowing who qualifies as a customer is crucial to your success as a salesperson.

Minimally, there has to be pain, for you to gain!