Are You Sacrificing Future Trust for Sales Today? The first lesson you learn in sales is how to qualify a lead. After all, speaking with someone who’s not legitimately interested in your product or service is a waste of your time — and theirs. But there’s something that’s even more important than making sure your prospect wants to buy what you’re pitching: ensuring that they’ll be happy with the purchase long after you’ve cashed their check. Just because you can smooth talk your way into a sale doesn’t mean you should.