Disqualifying prospects appears to run counter to everything a sales organization is trying to do. Why would you shut the door and snuff out a possible sale? The short answer is to make a lot more money.

When a telemarketing sales appointment company works for you they must deliver the most qualified prospects for you to meet and sell. The wishy-washy, tire-kickers might help you hone your sales skill but won't put any money in your pocket. They'll string you along forever incapable of making a firm decision no matter what. Their name on today's call calendar will still be there 3 months from now. You don't have the time. You can't afford the aggravation

A superior sales appointment setter will ask the right questions to get a firm yes or a firm no. Anything in the middle isn't acceptable. A prospect, with the authority to buy from you, who gives an emphatic yes to an appointment has a high probability of becoming a customer. Those who say no have given you the second best answer. The prospects that aren't sure and are very vague about everything may never do business with you, or if they do will cost you more than they are worth.

Prospects who have trouble seeing your value, will have even more trouble paying for it. If, after months of trying to convince them of your worth, they finally agree to give you a "try out", it will always be for the lowest price and service level. Problem is they'll want to turn the ignition key in a Cadillac while paying for a Chevrolet. It isn't a damnation of the client, it's a finger pointed at the sales organization that won't decide up-front that this isn't a business relationship to pursue.

An appointment setting firm's suggestion to dismiss a prospect early in the process sounds harsh but business is made up of a lot of harsh realities and most of them involve cash flow and sales. Decide now that in your pursuit of new, profitable business, you will rely on a company that will disqualify weak prospects in favor of those that will form long term, profitable relationships.

Brian Grinonneau is a partner with the sales consulting, appointment setting firm, MaSM in Toledo, Ohio. He writes often on direct marketing and sales topics.