Priority is an important concept in selling. It helps us to determine how we should organize our work on the opportunities in our portfolios in order to maximize their value, and maximize our income. Although the idea is intuitive in theory, it is not always obvious in the reality and pressures of dealing with real sales opportunities in real time.
There are many ways to prioritize opportunities. We may prioritize based on order potential (size), the strategic nature of the prospect, or our estimated probability of success, for example. Although these are acceptable practices, they may not guarantee we will maximize the results of our efforts. A large potential order with very limited likelihood of success may prove to be a time sink that prevents us from acting on opportunities that might result in a larger payoff.