"The three main factors I assess in a prospect are if they fit any of our buyer personas, whether they have a real need for my solution, and if they are willing to spend on my solution. They have to fit our buyer personas that are already tailored in terms of prospects' industry, size, challenges, and goals. Next, I have to be certain that I can address their pain points directly with whatever it is I'm selling. Otherwise, there is no value to talk about. And lastly, I have to find out one way or another if they can afford the solution. Sometimes, this boils down to timing. For example, if it's toward the end of their fiscal year, then they have a chance to shop around. On the flip side, if their budget has just been approved for the next fiscal year, then I may have to reach out some other time."