How do you know whether you have a good prospect? Here's how we categorize them: 1. Some prospects already need, want, and can afford what we sell. That group is happy to buy from us. 2. Some prospects need and can afford what we sell but do not want it. 3. Some prospects need and want what we sell but can't afford it. 4. Some prospects need, want and can afford what we sell, but won't buy from us. Like prospects who want what we sell, but prefer another brand or source. Obviously, we should be spending most of our time and resources talking to prospects in category one.