Sometimes a prospect buys a massive amount of whatever it is you sell. This makes them look like a great prospect. Unfortunately, this isn’t always true; sometimes they may be a terrible prospect and should be avoided completely.
The question as to whether or not the prospect is valuable to you and your organization is really whether or not you can be valuable to them. If you sell to Wal-Mart, you go into that relationship knowing that their value proposition is built on price alone. If you cannot sell to Wal-Mart at a price that allows them to deliver the lowest cost to their customers, you destroy their value proposition and their business model. If you can sell to them at a price that allows them to sell to their customer at an even lower price, you help them create value.
This doesn’t mean you have to have a lowest price model; it means you have to create the kind of value that enhances their model. Paying more in price for what you sell may create enough value to reduce the customer’s costs. But if the customer pays more for your product for the same value they would derive from buying from your competitor, then value is being destroyed.
Not to worry, this works for other business models too. If you sell to Apple, price is not the first consideration. Apple sells innovation and design. If what you sell costs more and allows Apple to create value for their customers by giving them the latest in innovation and design, then value is being created.
Take a look at your list of dream clients. Do you understand their business model enough to know whether buying from you creates or destroys value? If buying from you destroys value, scratch them off your list and replace them with a prospect where massive value can be created.
To succeed in sales, you need to sell where value can be created, not destroyed.