What is a common mistake to avoid when approaching potential customers?

Making assumptions about a potential customer's needs without asking questions first is indeed a common mistake to avoid. This approach can hinder the sales process because it prevents the sales representative from fully understanding the unique requirements and concerns of the customer. Engaging in open dialogue and asking targeted questions allows the representative to gather valuable insights into the customer's specific situation, challenges, and needs. By doing so, they can tailor their pitch and present solutions that are relevant and beneficial to the customer. This customer-centric approach fosters trust and demonstrates that the representative values the customer's input, ultimately leading to a more effective and successful sales interaction.

The other options, while also presenting potential pitfalls, do not emphasize the critical importance of directly engaging with the customer to understand their needs and build a relationship based on trust and understanding, which is fundamental in a sales context.