Let’s face it—not every prospect deserves a spot on your call list.
That can be a tough realization, especially for newer sellers who assume every business with a budget is a viable lead. But experienced sales pros know better. Your time, energy, and focus are limited resources. If you want to grow your revenue and hit your goals, you have to get ruthless about prioritization.
Here are three key questions to help you separate real opportunities from the ones that just waste your time.
1. Do They Have Real Revenue Potential?
Start here. If a potential client doesn’t have the ability to make a meaningful investment, they probably don’t belong in your pipeline.
You’re not in business to chase low-return opportunities—you’re here to close deals that move the needle.
Ask yourself:
- Do they have the budget and business scale to justify your time?
- Could they become one of your top accounts?
- Are they currently spending with a competitor—and can you compete for that share?
Don’t fall into the trap of pursuing what’s easy. Pursue what’s worth it.
👉 For more on identifying top opportunities, check out: What to Do With Your Key Accounts Right Now
2. Can You Reach the Decision-Maker?
You can have the perfect pitch and the right solution, but if you’re stuck talking to someone without decision-making power, it won’t matter.
Access is everything.
Ask yourself:
- Do I know who makes the final call?
- Can I get in front of them?
- Do I understand who influences their thinking?
If your strongest contact can’t move the deal forward, then you don’t have a qualified opportunity—you have a friendly conversation. And conversations don’t close deals.
👉 Need help navigating internal dynamics? Read: How to Navigate a Complicated Client Relationship
3. Are You Aligned on Goals and Solutions?
This is one that even seasoned sellers overlook—but it’s a deal-breaker.
Not every prospect is a good fit. If what they need doesn’t align with what you offer, you’re setting both sides up for frustration.
Ask yourself:
- Does my solution solve a business problem they actually care about?
- Do our strategies align?
- Can we deliver real, measurable impact?
If the answer is no, be willing to walk away. Chasing the wrong fit leads to poor results, missed expectations, and future churn.
👉 Learn more about aligning your solutions with client needs: Why Sellers Must Sell Solutions, Not Products
Final Thought
Your job isn’t to chase every lead—it’s to close the right ones.
Train yourself (and your team) to ask these questions early:
- Can they spend real money?
- Can I access the right people?
- Are we a strategic match?
If the answer is yes to all three, dive in. If not, don’t waste another minute.
👉 The most successful sellers don’t chase everything—they pursue what counts.
