Qualifying prospects is a must in sales. You can’t sell your product or service to someone who is not able to make the decision about purchasing or doesn’t have the budget to buy. You won’t just ask outright if they are the decision maker or if they have the budget to buy, there’s an art and a nuance to qualifying clients. You will have to be polite and ask the right kinds of qualifying questions.
When I was a young saleswoman, I wasted my time on non-decision makers quite often. People will pretend they are the decision makers, or will just block you from meeting the real decision maker and use up your valuable time. Sometimes these people are known as “gatekeepers”. I think it’s important to determine who they are within the organization quickly, as this saves you time and builds your credibility. You will confidently show that you know your worth by establishing that you’re not going to play games. You have also demonstrated that you are serious, know what you’re doing, and have researched their company, and you have determined that your product or service is the best option for them.
Get straight to the point by asking questions that will determine if the person you’re talking to is the decision maker, has a budget, and has at least some plan to buy within the next six months. It is ideal if you can also find out if this person has made deals as large as yours happen in the past, and get the names of everyone else who needs to be involved in the decision. When you have these details, you can determine whether or not the prospect is worth your time, and most importantly, if they can actually buy. Be polite when asking questions, and keep track of every detail you can by writing it all down. Also take note of their tone and body language.
Learn how to qualify your prospect in a respectful manner by asking these sales questions:
When you make purchases, do you have a group who works together to make decisions?
Have you made a purchase for a product that has a long-term return on investment?
What other stakeholders are needed for making decisions?
Do you know what you will use in the next three to six months?
Has your team made plans for a budget that includes this product for this coming quarter?
Are there any reasons why your team would not be interested in buying this quarter?
Who will need to be in the presentation meetings? Please provide their names and email addresses so I can make sure they are included on the invites and details.
What do you look for in a service provider, or company who provides this product? Please tell me what’s most valuable to you.
When did you last make a purchase like this one?
Was your last purchase an enjoyable experience?
You’re asking questions to get them to open up about past experiences, future plans, and ideas about how they like to be served. If they are pretending to be the decision maker, they aren’t going to keep the charade up for long, and they will usually cave in and give you the right person to talk to. If they still don’t provide their name and contact details, then you need to say:
“Thank you for all the valuable information. I’m really glad that we have been able to go over these details. Our next meeting will be a fact-finding meeting so that we can determine the best services/products for your company. Who will be the stakeholders at that meeting? If you find we are the best fit for your company, will you be the only person who needs to sign the agreement?”
Now you’ve politely put them on the spot, and they will either have to tell you that they are the right person or not. If they aren’t, grab your pen and say, “Thank you, what’s their name and email address?” You will now politely ask them what role they will play in the fact-finding meeting and move on to scheduling.
You have just saved yourself so much time, while still respecting the person. They may be the person you work with for implementation, or maybe the person you need to win over to help you advocate to the decision makers, so always be kind and courteous, and continue to maintain a good relationship with them. Thank them, and let them know you will be contacting all stakeholders to schedule the meeting.
At this time ask if any specific day of the week is best, morning, or afternoon. Ask for all the details so you know when to ask for the meeting. You’re already talking with this person, so ask any questions you might have to get the information you need. Another good question is whether or not they are in the middle of any projects that might deter them from starting a new one. Try different methods out to determine which ones work best for your sales personality.
Save yourself time and energy by using these questions to qualify your prospect. Also, add more questions as you try things and find out which ones work best for you. Being creative is something that sales people need to embrace, as there are always more hurdles to overcome in growing your best strategy to succeed, so be patient with yourself and have fun with it. Another post that might help you get past “gatekeepers” is Getting to the Decision Maker.
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