Sales and Sales Management Blog

March 3, 2009

Guest Article: “Pre-Qualifying Works: Prejudging Your Prospects Doesn’t,” by Keith Rosen

Filed under: Handling Prospect,prospecting,sales,selling — Paul McCord @ 8:53 am

Pre-Qualifying Works; Prejudging Your Prospects Doesn’t
By Keith Rosen

To permanently eliminate any confusion, lets draw a distinction between what it means to pre-qualify and pre-judge someone such as a prospect. If you read my cold calling book, you know that I’m a strong advocate of pre-qualifying anyone before you invest your very limited and precious time in meeting with or speaking with them. Conversely, pre-judging someone is something you do that shows up in the filter or barrier you have in your listening.

Here’s another way to distinguish between the two. When you are pre-qualifying someone you are arriving at a conclusion that determines whether or not there’s a fit worth pursuing based on a defined set of criteria you uncover through the use of well crafted questions.

Pre-judging said simply, is all about you. Here, you are relying on your faulty and costly assumptions, thoughts and beliefs to determine their needs and whether or not this prospect will potentially buy from you.

When you pre-judge someone you’re making assumptions about them before you ask any questions or uncover any facts.

When you pre-qualify someone, you’re asking questions to uncover their unique and specific needs without making any assumptions so that you can determine very quickly if there is in fact, an authentic fit worth pursuing.

Keith Rosen is the preferred, experienced coach that top executives and sales professionals in many of the world’s leading companies call on. As a prominent, engaging speaker, coach and well-known author of many books and articles on selling, leadership, time management and achieving greater personal success, Keith is one of the foremost authorities on how to assist people achieve positive, measurable change in their attitude and in their behavior.  Visit Keith’s website



  1. Pre-qualification is part of your sales process and you need to have a crystal clear picture in your mind and on paper of the type of prospects that fall into the “This one is well worth the effort”

    Pre-judging is based upon your view of the world. If you don’t like people with beards then you make your mind up to some extent before they open their mouths!

    To me, keep on qualifiying and leave the pre-judging well alone!


    Comment by The Sales Jedi — March 3, 2009 @ 2:36 pm | Reply

  2. Keith,

    Thanks for informing and reminding everyone on the danger of prejudging your prospects. This is a huge problem that even sales managers engage in.

    Thanks again,

    Will Fultz

    Comment by Top Sales Blog — March 4, 2009 @ 6:48 am | Reply

  3. Pre-qualifying is like making a scientific hypothesis; pre-judging is taking a wild guess.

    Comment by Lynn M — March 13, 2009 @ 1:00 pm | Reply

  4. Hello!
    Very Interesting post! Thank you for such interesting resource!
    PS: Sorry for my bad english, I’v just started to learn this language 😉
    See you!
    Your, Raiul Baztepo

    Comment by RaiulBaztepo — March 28, 2009 @ 4:42 pm | Reply

RSS feed for comments on this post. TrackBack URI

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

Create a free website or blog at

%d bloggers like this: