Not every lead is a prospect—and not every prospect is worth your time.
When it comes to sales, you have to look beyond the name and the company logo. The question is: do they truly fit the kind of customer you can serve?

Let’s walk through ten key questions you need to ask before you make that first call or send that first email.

Start here. Does this potential customer fit your Ideal Customer Profile (ICP)?

Take a hard look at the business, their size, their industry, and their challenges. If they’re outside your target lane, move on.

Can you actually handle their business?

It’s easy to chase shiny new prospects, but if you can’t deliver what they need—or if the logistics don’t work—it’s not a good fit. Make sure your organization is equipped to serve them well.

Even if they’re a great company, the way they operate might not align with how you operate.

If their internal processes or systems clash with yours, you’ll struggle to meet expectations. Look for compatibility that allows both sides to make money and stay satisfied.

One contact isn’t enough.

To move a sale forward, you need to find multiple people within the organization. It takes several conversations to build momentum and uncover the real decision-makers. The more touchpoints you can identify, the better your odds of starting a meaningful dialogue.

Just because they fit your ICP doesn’t mean they’re ready to buy.

Look for signals and triggers that show intent—expansion announcements, leadership changes, new funding, product launches, or market shifts. The stronger the buying signals, the more confident you can be that this is a prospect worth pursuing.

Before you reach out, check the landscape.

Has your company worked with them before? Are there past issues, current contracts, or regulatory barriers? There’s no point chasing a deal that can’t move forward for another two years because of an existing agreement.

Do your homework first.

Don’t chase unprofitable business.

If this prospect is extremely price-driven, you might never make a margin. Be honest; can you profitably serve them while still providing value? If not, walk away before you burn time and resources.

Sales is a relationship business.

Check for any existing connections within your organization or network. Maybe someone on your team has worked with them before, or one of their leaders came from a company you already serve. 

Leverage those relationships. They’re often the door openers to new opportunities.

If you’ve sold to them in the past, dig into that history.

What went well? What didn’t? Even if things didn’t go perfectly, that doesn’t mean the door is closed. Everyone stubs their toe. Circumstances change, and people move on. Learn from the past, but don’t let it stop you from reaching out again.

Be aware of any issues so you can address them confidently if they come up.

This isn’t about servicing the customer—it’s about supporting the sales process.

Do you have what’s needed to get them through your pipeline? Maybe it’s demo capabilities, sample programs, or technical support for proof-of-concept testing. If you can’t support your own sales process, you’re setting yourself up for failure before you start.

When you take time to qualify a prospect with these ten questions, you don’t just fill your pipeline—you strengthen it. You focus your time and energy on the right opportunities that are profitable, aligned, and ready to buy.

Because remember, great selling starts with smart prospecting.

Ask these ten questions to protect your time and boost your sales.

Find episode #361 wherever you download podcasts!

Imagine going to bed as a senior vice president and waking up to a 2% chance of survival.

Episode #362 is out now!

Copyright 2025, Mark Hunter “The Sales Hunter” Sales Motivation Blog.  Mark Hunter is the author of A Mind for Sales and High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results.