Every salesperson should have a page full of qualifying questions as a ready reference they can use every time they talk to a potential customer. Let's take a look at what this idea of qualifying customers is all about - and why you should!
First let's understand what a qualified customer is:
- Has a need or want your product will address
- Has the means by which to purchase the solution
- Has the authority to purchase the solution
- Will make the choice in a reasonable time
If the criteria listed above is not present, they are not a customer. It becomes a valid question as to whether they should be pursued as a customer at all! Yet many salespeople will invest days and weeks chasing for CBFR's (call back for rejection)! Why would this happen?
Here are some possible reasons:
- Fear of losing a sale or relationship if they press or ask qualifying questions
- Confusing activity as being the same as productivity
- Not knowing how to qualify
- Poor questioning skills when trying to qualify
- Managements focus is on quantity versus quality activity
- Low confidence levels, causing reluctance in doing what they know they should
The quickest way to qualify is to ASK!
A few well phrased questions can quickly indicate if the potential customer meets the four qualifiers. Some examples are:
- Tell me about your situation. What caused you to call us?
- If you found the right product/service and value, how soon would you want to take delivery?
- How will you be using this product/service in your operation?
- If you found the right product/service and value, what are your plans for financing?
- In addition to yourself, who else would need to be involved in the decision?
- What circumstances are causing you to consider purchasing now?
- What type of research have you done on this product/service so far?
- How open are you to alternative solutions if they provide a better value?
- In addition to overall value, what other questions or concerns might you have?
- Who else's input would you like to have in making this decision?
This should give you a good start on creating your own qualifying questions to help sort out who is ready and why - as well as who is not ready to make a commitment. The key is to keep the questions open and focussed on answering the four qualifying questions above.
Another good tool in qualifying is the "delivery day picture". The customer calls in and the salesperson says: "Mr. Customer, let's just look ahead a bit. You're waiting for delivery of your new product/service. What is the date? What are you going to do with it once it's arrived? Who is taking care of the final paperwork and payment? What are you telling others about your new purchase?"
The power of this tool gets them thinking into the future, taking possession and having made all the decisions. It can very quickly determine how well they have thought through the potential purchase. A very effective method.
One can see this is going to take a level of self-confidence, some planning and even some role playing to make it smooth. Some may resist this because of fear, yet it is in their, the company's and the customer's best interest to qualify quickly and early!
The salesperson will have more time, more control and better sales when customers are properly qualified. The company will have profitable sales from quality customers, and the customer will get the proper attention they deserve, rather than being cut short by an overloaded salesperson.