Before the first sales call, a salesperson will usually try to qualify the prospect according to set — and usually mistaken — criteria.
Here are some typical misguided qualifiers:
- Does the prospect have a budget?
- Is the budget sufficient for our needs?
- Does the timeframe for the decision meet our objectives?
Qualification may backfire
The qualification strategy may backfire if a salesperson conveys a message that he or she is trying to find out if the prospect is worthy to buy a product or service. This approach takes the potential buyer for granted and doesn’t establish trust in the mind of the prospect.
The qualification strategy may give a prospect an uneasy feeling because it’s pursued from a selfish point of view by a salesperson. It’s all about what’s in it for the salesperson and nothing about meeting a prospect’s needs. Whether there’s a good fit for the prospect rarely enters into the meeting.
A better approach
A better approach is to look at the first meeting from the prospect’s point of view.
What do prospects expect a salesperson to know? The answers to the following nine questions will provide critical information for the prospect.
- Do you know me?
- Do we have a past?
- Do you know my company?
- Do you know my marketplace?
- Do you know my competitors?
- Do you have any special value to add?
- Do you know why you’re the best choice?
- Do you know how I can justify the purchase?
- Do you know what is changing as we work together?
Adapted from “Proactive Sales Intelligence: the New Requirements For Getting Into the Game,” by Jim Vickie and Barry Trailer, CSO Insights.
