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The Prejudging Predicament

By Jim Meisenheimer
Posted Tuesday, February 1, 2005

There’s a direct correlation between sales experience and prejudging. The more sales and marketing experience you have the greater the tendency to prejudge your customers and prospects.

Do not put labels on people. “All purchasing agents expect . . .”

Don’t assume you know anything if you haven’t ask any questions.

Don’t assume your customers all have similar needs i.e. to save money and time.

If you have a dictionary – grab it now. First, look up the word impossible and cross it out. Obliterate it from your dictionary. Nothing is impossible without your consent. Next, look up the word prejudge.

To prejudge means to judge before hand, prematurely, and without all the facts.

From a customer’s perspective, imagine how they feel when you jump to conclusions about their company, challenges, and concerns.

Instead of assuming all customers and prospects are similar, find out what makes them different. Asking questions uncovers more than basic needs, it reveals what is unique about the different people you call on. Once you
know what’s unique you can zero in on what’s best for them based on what they said, not what you assumed. Get the picture?

Avoid prejudging –

Decision criteria
Decision process

Making assumptions makes you look and sound pathetic.

Asking provocative questions makes you look and sound professional. If you’re asking really good questions – you should hear your customers “That’s a good question.” If you’re not hearing that compliment often it means you’re not asking really good questions. HELLO!

When you prejudge, you misjudge.

About the Author
Jim Meisenheimer is the creator of No-Brainer Sales Training. His sales techniques and selling skills focus on practical ideas that get immediate results. You can discover all his secrets by contacting him at (800) 266-1268 or by visiting his website: (


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