Page 82 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

Quick Ideas 58 to 59

59

Do You Qualify?

One hard and fast rule in sports, and in competing for cus-

tomers, is that you can never win if you’re always playing de-

fense. Consider turning the selling process on its head and

approaching customers to see if they qualify to do business

with you. By screening customers to see if they qualify, you

can create one of the great motivational principles, to build an

eager want within a pro-

spective customer base. Assignment
One financial planner has

developed a track record of To make this principle
helping his clients earn a work, you’ve got to be able
great return on their money. to stack up the benefits of
The number of referrals sent what you’re offering.
to him is something most

salespeople can only fanta-

size about. He’s in the enviable position of being able to tell pros-

pects that his services are not for everyone, and that they need

to meet to see if they are a good fit. He is actually interviewing

prospects to see if he will allow them to come aboard as custom-

ers. By the time the interview is over, most prospects are beg-

ging him to take on their investments. Can you turn the selling

process on its head and qualify your customers?

Epilogue

It seems that the more exclusive an item is, the more
people want that item. Make your prospects want to be your
customers, and develop an exclusive client list.

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