When You Prejudge, You Misjudge
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
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,
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.
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:
=> 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
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 a plain and simple truth!
Brain Snacks . . .
eBook - The 10 Biggest Mistakes
New Sales Reps Make
eBook - No-Brainer Ways To
Beat Your Competition At The
eBook - 57 Sales Tips To Reinvent
And Distinguish Yourself
From Your Competition
CD - How To Establish Goals
CD - The 12 Dumbest Things
CD - How To Adapt Your Selling
Style To Your Buyer's
CD - 5 Secrets To Preparing
Winning Sales Proposals
That Will Suck The Wind Out Of Your Competitors Sail
Testimonial Quote . . .
Your newsletters are a joy to read and they motivate
me to go that extra mile. Keep up the good work
with your newsletters
because they truly do make
me feel better every time I read them.
By the way, in one of your previous newsletters
you spoke about a book called "The Magic of
I purchased this book and it really is an awesome book.
Links To Previous Newsletters
And Going For The Gold
Selling - It's Time For A Tune-up
Big Sales Tip
Can Do It, You Can Do It
You're only here for a short visit. Don't hurry,
don't worry, and be sure to smell the flowers
along the way.