A Bad Lead Is Worse Than No Lead at All

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• I don't waste my resources on low-probability prospects.

• No is just as good as yes.

• A low-probability prospect is worse than no prospect at all. Remember the opportunity cost.

• I end the conversation if the prospect is unwilling to make a suitable commitment.

• When in doubt, I disqualify.

• I go into each call with no expectation of a result.

• True high-probability prospects will not allow themselves to be disqualified.

• You can call the same list over and over again and you will get a higher and higher percentage of prospects who say yes as long as you do the following:

Keep changing the offer.

Disqualify.

Don't waste prospects' time.

Don't educate.

Remember the frustrated business owner I mentioned above? She spent three precious months educating the prospect, who didn't buy because he got the goods for free. Forget the concept of consultative selling. If they want consultations, they have to buy first. This is especially crucial in a business like hers, which is based on professional services.

4. Stay focused. Fear is what keeps most of us chasing sales leads that we know aren't high probability. Here's how to stay on track and further cement this learning into your sales process:

• You are training prospects when you disqualify them.

• Don't make the same offer twice in a row—you'll jeopardize your credibility.

• Deal with discomfort by acknowledging it and pushing through it anyway.

• Remind yourself this is the disqualification game.

• You have no power to make a high probability prospect. You do have the power to disqualify.

• Prospecting deserves 50% of your time. It is just as important as meeting in person.

• Twenty percent of the market doesn't like its current supplier and would be receptive to switching.

5. Get to the decision maker when prospecting.

• Always try to get to the business owner or decision maker.

• When you cold-call the decision maker but get the gatekeeper, treat the person as if he or she is the decision maker.

• If the gatekeeper cannot answer your disqualifying questions, ask if he can put you in touch with someone who can, or bring the questions directly to the decision maker.

In my next column, I'll offer some high-probability selling scripts and explain how to use them.

Christine Comaford-Lynch, CEO of business accelerator Mighty Ventures, is the author of the best-selling book Rules for Renegades. You can register for her free, two-day Rules for Renegades Summit on building a business now. She writes her column on small business growth strategies every other week.