In Sales, we are aiming for the position of “Luxury of Choice”. This means having an excess of sales opportunities at any one time such that you can choose the opportunities you want to win, dropping those you don’t.
Now in a buoyant market, your criterion for choice can relate to gaining the preferred customer types, such as where you are confident of a long term relationship or those that represent the best reference names as customers.
However, there are very few buoyant markets as I write this today (summer 2011). Your criterion for choice in such circumstances should relate more to concentrate on those customer opportunities where you have the best chance of success. And that means ensuring you carry out honest Sales Qualification.
Recognise also the effects of not having the Luxury of Choice; you spend time on trying to win sales that you know in your heart of hearts you are unlikely to win or are going to represent unprofitable business. Especially if you are a salesperson with targets and a sales manager hovering over your shoulder. So, even if you think you have enough sales prospects, keep working the sales funnel to maintain your Luxury of Choice.
And if you are not able to get enough sales leads to give you a chance of establishing the Luxury of Choice, then look at your Marketing operation to change this position.