If you want to build a strong sales pipeline and set yourself up for long-term success, you need to be smart about who you’re prospecting. It’s not just about finding people to talk to—it’s about finding the right people. And that’s where these six key attributes come in.
First, let’s talk about need. If a prospect doesn’t actually need what you’re selling, you’re already fighting an uphill battle. Think about trying to sell a gym membership to someone who never works out and has no interest in fitness. No matter how persuasive you are, it’s unlikely they’ll sign up. On the flip side, if someone is actively looking to improve their health, suddenly your conversation is relevant and meaningful. Selling becomes easier when you’re solving a real problem for someone.
Next, we have the ability to buy. Even if a prospect loves your product, if they can’t afford it or don’t have the budget for it, the deal is dead before it even starts. Imagine selling high-end photography equipment to an amateur hobbyist who barely has money for a basic camera. They might be excited about your product, but if the money isn’t there, it’s not going to happen. The best prospects have both the need and the financial ability to take action.
Now, let’s talk about decision-making authority. You could spend hours pitching the perfect solution, but if the person you’re speaking with isn’t the one making the final decision, you might be wasting your time. It’s like convincing an employee to buy your software when their boss is the one who controls the budget. To keep your pipeline healthy, you want to make sure you’re talking to people who have the power to say yes.
Timing is another huge factor. A great prospect isn’t just interested in your product—they’re interested right now. Think about someone shopping for a car. If they’re just browsing with no plans to buy for another year, they’re not a great prospect today. But if their current car just broke down and they need a replacement ASAP, that’s when the real opportunity exists. The best salespeople focus their efforts on those who are ready to buy soon.
Attitude plays a bigger role than people realize. If someone is skeptical, dismissive, or just plain uninterested in what you’re offering, they’re going to be a tough sell. But if they’re open-minded and curious about how your product can help them, you’ve got a much better shot. It’s the difference between selling to someone who’s already halfway convinced versus someone who’s rolling their eyes the whole time. A great prospect wants to hear what you have to say.
Finally, being in your target market is non-negotiable. If you’re selling high-performance running shoes, your best prospects are athletes, runners, and fitness enthusiasts—not someone who hasn’t exercised in years. When you focus on the right audience, every conversation becomes more productive, and your chances of closing deals go way up.
At the end of the day, a strong pipeline isn’t just about numbers—it’s about quality. The more you focus on prospects who check these six boxes, the more time you’ll save, the better your results will be, and the faster you’ll hit your goals. Prospect smarter, and success will follow!
