If you’re reading this, you already know that sales can be a challenging business—constant rejections, numerous dead ends, endless price quotes and proposals that often don’t lead to anything. It’s tough work. When a prospect doesn’t buy, the blame often falls on them. “They weren’t really interested but acted like they were. The timing wasn’t right. It’s a bad economy. They already have a supplier. Our price was too high.” The list goes on.
Before attributing the lack of a sale to external factors, reflect on this question: Did you take the time to properly qualify your prospect?
Let’s explore the importance of qualifying prospects, how to identify the right ones, the essential questions to ask and how to handle it if the prospect says “no.”
Asking the Right Questions
To effectively qualify prospects, asking the right questions is essential. By gathering as much information as possible, you can make informed decisions about whether to pursue a prospect. Consider these questions:
- What issue led to this conversation today?
- How long have you been dealing with this problem?
- What have you already tried to solve the issue?
- What would happen if you didn’t fix this problem?
- How soon are you hoping to resolve the issue?
- Assuming I can help, what might prevent us from working together?
- Is this issue important enough to fix? Why or why not?
The value of a salesperson lies not in how much information they provide but in how effectively they gather critical insights.
The Importance of Qualifying Prospects
In the competitive world of sales, it is crucial to optimize your time and resources by focusing on prospects who are genuinely interested in your product or service. Properly qualifying prospects not only saves time and effort but also improves sales outcomes and overall productivity.
To qualify prospects effectively, consider these key factors:
- Identify their pain points: Do they have a business problem that your product or service can solve?
- Evaluate their budget: Are they willing and able to invest in resolving the issue?
- Understand their decision-making process: How, and under what circumstances, will they decide to do business with you?
If you don’t know the answer to all three questions, it is time to move on to the next prospect. Remember, there are no bad prospects—only those who aren’t a good fit for what you’re offering.
Navigating the Four Potential Outcomes
Not every interaction will lead to an immediate sale but each interaction can benefit your sales efforts. Here are four potential outcomes:
- Get a Yes: The ideal result, where the prospect is ready to move forward.
- Get a No: While rejection may seem like a setback, a clear “no” allows you to redirect your time, and resources, toward more promising leads.
- Establish a Clear Next Step: If the prospect isn’t ready to decide, defining the next steps helps maintain momentum and control of the process.
- Receive a Referral: Regardless of the outcome, prospects may know others who need your solution. Always ask for referrals to expand your network and uncover new opportunities.
By properly qualifying prospects, you can avoid wasting time, effort and resources on leads that won’t convert. Focusing on the right prospects improves sales results and overall productivity. Remember, there are no bad prospects—only those who aren’t a match for your solution.
Jim Marshall is the founder of Sandler Training of Tampa Bay, which provides sales and management training and coaching to high-achieving companies and individuals.
Contact him at 813.287.1500 or jmarshall@sandler.com.
