The obstacles that producers often encounter to closing sales are greatly self-imposed. They focus on the "Do's" and forget about the "Don'ts," which are equally crucial to making a successful sale.

First, do ensure that some baseline criteria is met for every potential new sale. Here are the four criteria for qualifying every prospect:

• Need. The prospect should actually need the recommended product or service.

• Pay. The prospect may need it, but also must be able to afford and pay for it.

• Pass. Can the prospect pass the underwriting requirements, such as loss history, driving record, medical or financial specifications?

• Seen. Is the prospect the decision-maker who signs the checks, and is he or she willing to be seen under conditions favorable to closing the sale? Reconsider if your prospect insists that you mail in quotes or proposals, or if your presentation is interrupted by cell phones.

As a sales manager, if you ignore the "Don'ts," you are ensuring that they will be repeated again and again. Just as a football team practices the basics of running, blocking, tackling and catching to prepare for game day, so should producers and their managers revisit the basics of every sales call to improve the chances for success. Below and the following pages, eight mistakes that producers often fall into:

1. Don't forget to qualify the prospect at the first meeting

This meeting should be used for fact-finding and getting to know the prospect's business.