No one will argue that qualifying is one of the keys to successful selling. If only there was a magic “qualifying” wand to wave and have all your prospects turn into customers with one phone call. A more realistic way to qualify in today’s competitive environment calls for a new approach, sharpened skills, and often an attitude adjustment. Doing your homework, asking the right questions, and qualifying prospects through every step of the sales process will ensure you never again waste your time on prospects that will never buy.
The new, improved approach to successful selling
Keep these points in mind before your next big appointment:
1. Qualify early and often. Selling is a continuous chain of events — each event moves the process forward. Sales is also a process of mutual understanding through management of expectations and commitment by both parties. Setting the expectations of the relationship up front eliminates confusion and wasted time.
This involves continually moving the process forward and making sure you repeat the process at the start of each new step, at the beginning of every phone conversation, in emails and letters, and at the introduction of new players.
2. It’s about them, not us. Today’s selling requires engaging the prospect with something of interest to them. It also means thoroughly researching the company, the industry, and the competition. Build a strategy to plan your selling approach and become an expert on your prospect. Put yourself in the prospect’s shoes.
3. Learn how to ask the right questions. The only way to uncover the truth with people is to ask questions and listen carefully to the answers. Sales is not about honing your ESP. Keep asking questions until you gain clarity about the real issue.
Asking good questions is the key to discovering the prospect’s financial tolerance — what they’re willing to spend to eliminate or reduce a problem or challenge. At what point would you like to find out that a prospect has budgeted only $25,000 for a particular project when your initial phase starts at $100,000? The time to address the budget is before you make a presentation or do any kind of proposal or bid. Here are some sample questions:
• What other departments are contributing budget dollars toward this project?
• In round numbers, what are you setting aside for this project?
• What will happen if our proposal comes in higher than that?
Or,
• Let’s suppose from a price standpoint we’re all in the same ballpark. How will your decision be determined?
• What happens if we come in over budget but you really like our solution?
The right questions can also identify early on who the players are, including the influential people, coaches, and the financial decision-maker. Here are some sample questions:
• When will an actual decision be made?
• When you’ve made decisions like this in the past, what did the process look like?
• When are you looking to have the software up and running?
• How will the decision be made? On what specific criteria will it be based?
A way to gain an introduction at the higher level is to ask questions that the prospect, based on his or her position within the organization, would not have the knowledge to answer and would logically have to refer you to someone on a higher level.
• What is the goal of the project?
• What is the impact to the organization overall?
• What specific outcomes will determine whether the project is successful?
• What outcomes will indicate that the project is not successful?
4. Work on your attitude. Position yourself as a partner as opposed to a vendor. Allow your prospects to feel in control and be part of the discovery process rather than feeling manipulated. Remember: collaboration versus manipulation.
To summarize, qualifying depends on three very basic premises:
• Will they buy? Is there a definite, quantifiable need and do you have buy-in from upper management?
• Will they buy now? Is there a sense of urgency?
• Will they buy from you? How are you positioned relative to the competition in terms of providing value?
Use these strategies to hone your skills in asking questions, qualifying buyers, and having the right attitude. These strategies will help you become more efficient and effective in your sales by saving you the time and effort of dealing with the wrong prospects.