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What Makes A Would-Be Buyer Worth Pursuing? 6 Characteristics Of A Good Prospect.

By Brian Tracy and Michael Tracy, co-authors of “Unlimited Sales Success: 12 Simple Steps for Selling More Than You Ever Thought Possible

Imagine running an ad for the “perfect prospect.” How would you describe that coveted person?

A good prospect has definite characteristics and stands out for several qualities:

A good prospect is someone who has a problem your product can solve efficiently and cost-effectively.

What problems does your product or service solve? Of those problems, which is the most pressing and valuable? Once you have a clear answer, search the marketplace for customers likely to have this exact problem.

A good prospect has a goal your product can help to achieve.

The primary buying motivation for all products and services is improvement. When someone has a desire to improve a specific aspect of life or work, and your product or service can help, that someone can be a very good prospect.

A good prospect has the power to make the buying decision.

It doesn’t matter if a prospect has a problem your product can fix, a need your product can satisfy, or a goal your product can fulfill. If that prospect lacks the authority to make a buying decision, then, “the sales process comes to a halt.”

A good prospect is someone who likes you and your company, as well as your product.

People are primarily emotional in their decision making, and almost all emotions revolve around how one person feels about the other. When a prospect continually argues, complains, and criticizes, deliberately overextend yourself to be polite. You will always feel happier and more buoyant when you walk away.

A good prospect is a center of influence; someone who can open doors for you to other prospects.

Bending over backwards to acquire a VIP can pay off – big. One satisfied customer who is well known and respected can create opportunities for you to sell more of your products and services at full price.

A good prospect is easy to sell to and service.

You don’t have to fly across the country to find the perfect prospect. Delivering satisfaction and building a relationship is much easier when the customer is located nearby. Sometimes, there is an enormous amount of business within walking distance of your own offices.


Adapted from Unlimited Sales Success: 12 Simple Steps for Selling More Than You Ever Thought Possible by Brian Tracy and Michael Tracy.


Brian Tracy (pictured), co-author of “Unlimited Sales Success: 12 Simple Steps for Selling More Than You Ever Thought Possible“, is Chairman and CEO of Brian Tracy International, a com­pany specializing in the training and development of individuals and organizations. The world’s leading sales trainer, Brian has trained more people in more industries and more countries than any other sales trainer alive, and is the bestselling author of 55 books that have been translated into 38 languages.



Michael Tracy, co-author of “Unlimited Sales Success: 12 Simple Steps for Selling More Than You Ever Thought Possible“, is the Vice President of Sales and Business Development at Analog Analytics, a Software-as-a-Service company that was acquired by Barclays Plc in May 2012. Michael’s experience also in­cludes founding an online performance marketing company and managing door-to-door sales teams for AT&T and Verizon. 


This is an article contributed to Young Upstarts and published or republished here with permission. All rights of this work belong to the authors named in the article above.

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