When You Prejudge, You Misjudge
Sales Prospects 

How many times have you ever prejudged someone before you actually got to know him?

I've done it quite a few times and I did it again just 
last week.

As I asked questions and got to know the person I realized 
I was dead wrong.

How many times do you have to be dead wrong to get it 

I have written about this pre-judgment predicament several 
years ago and thought I'd share it again, especially since 
I have so many new subscribers.

You know there's a direct correlation between experience 
and prejudging. The more experience you have the greater 
the tendency to prejudge your customers and sales prospects. 

Do not put labels on people. For example, "All purchasing 
agents expect . . ."

Don't assume you know anything if you haven't asked any 
questions. I can't begin to recall how many times I've made
this mistake and regretted it later.

Don't assume your sales prospects and customers all have 
identical needs i.e. to save money and time.

If you have a dictionary - grab it now. First, look up 
the word impossible and cross it out. Obliterate it from 
your dictionary. Nothing is impossible without your 
consent - and never forget this.

Next, look up the word prejudge.

To prejudge means to judge before hand, prematurely, 
and without all the facts.

From a customer's perspective, imagine how he feels when 
you jump to conclusions about his company, challenges, 
and concerns.

What else can your customers be thinking when you don't 
ask enough questions?

Instead of assuming all customers and prospects are similar, 
find out what makes them different. You can start by 
assuming they are different.

To Prejudge Is To Misjudge

Asking questions uncovers more than basic needs, it reveals 
what is unique about the different people you call on. 

Once you know what's unique you can zero in on what's best 
for them based on what they said, not what you assumed. 
Get the picture?

Avoid prejudging the following:

  • Goals
  • Desires
  • Budgets
  • Problems
  • Attitudes
  • Mind-sets
  • Priorities
  • Challenges
  • Decision process
  • Decision criteria
  • Likes and dislikes

Making assumptions can make you look and sound pathetic.

Asking provocative open-ended questions makes you look and sound professional. It shows your interest and curiosity and the bonus is you end up learning more about your sales prospect which positions you more favorably.

If you're asking really good questions - you should hear 
your customers say "That's a good question." If you're not 
hearing that compliment often, it means you're not asking 
really good questions. HELLO!

Use your sales experience to help you navigate through 
the sales process with all new sales prospects. But don't 
allow your experience to put a damper on learning as much 
as you can about your new prospect.

When you avoid rushing to judgment you'll appear more 
mature and definitely more professional.

When you prejudge, you misjudge!

It's the plain and simple truth!

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