Puzzles

Sales Secret: Qualifying Your Customers

Have you ever had customers that you have visited and put all your time and resources and effort in to and found that you reap very little or no results from?

Have you ever doubled or tripled your effort and still achieved no great result?

And then later found out they were unable to make the buying decision (not authorised, no budget for example) or simply did not have the desire to move forward, it wasn’t a priority for them?

Well, with correct qualification of you potential customers you can filter out the tyre kickers and get to the real buyers. With a bit of effort and application of your resources you get a fantastic return on your investment.

The first step to stop selling and start the customers buying is to QUALIFY your potential customers.

You will make more money and grow your business by attracting the RIGHT QUALIFIED buyers to you – the ones who want to buy from you.

You must first determine that your client has a need for your product, the money to buy it, and that buying it is a priority for them. Qualifying should start before you make your first contact. If you have qualified a customer successfully, you will have affirmative answers to these questions:

1. Does the customer need your products or service? One of the major facets of smart selling is to ensure that you’re approaching the right prospects; not everyone you run into wants or needs your product, so this is the first question to ask yourself and your prospect!

2. How are they presently dealing with the issue/problem that your service or product will influence?

3. How pressing is it for them to change the current situation?

4. Can you justify/validate the cost of your proposition/solution?

5. Are they willing to spend/devote the time and money you are asking?

6. Are they currently using a competitor? And who is the competitor?

7. What are you able to offer that is distinctive/unique?

8. Have you approached the right person to make the decisions?

You will not be able to answer all these questions straight away – you will have to do some investigating in the form of research, actually make some contact or do some calls.

The Qualification process has a number of different stages to work through.

The first stage is a Broad Qualifier.

You need to uncover the smaller number of people who like your product a lot, rather than a lot of people who like your product a little. This is touched on in the idea of niche identification – determine what your customer profile looks like. Look at the sort of customers that you already have a mutual profitable business relationship with, so you can go hunting for the same type of customer.

The second stage is an Inertia Qualifier.

This is the next step toward finding common ground, and a common way forward. You need to try to get your ideal client to contact you – respond to an offer you make to them based on meeting one of their needs that you have identified.

Simply put, ask them to take some step or commitment that shows that they are legitimately interested in your product or service. You can reach them by a mail out or advert or e-mail with an offer of some value to the potential customers – they would be targeted at the customers that you had qualified in Stage One. When the customer responds to the follow up paper or free DVD or seminar – then you have qualified them into this stage. You are starting to get a database of customers that you can concentrate on and with whom you can spend more of your energy, time, and resources.

The third stage is a Final Qualifier.

This is the qualification you do on your first live contact with your customer. This may be face-to-face, or on the phone. By this stage you should be getting positive answers to the eight questions that were suggested at the start of this crucial topic of qualification. Use it as a check-list. Ask the initial qualifying questions as early in the relationship as you are able to.

If you do this process of qualification well, you will find the rest of the process of selling you will go a lot more smoothly. Accurate qualification avoids the creation of a lot of objections, and leads to finding a way forward together.

You need to do this religiously and routinely. It is like trying to put a giant Jigsaw Puzzle together – trying to get the full picture. This is a misnomer in a way, as once you think you have the full picture, if you are aware and in tune with your environment and your clients, a new external factor will impinge on the whole design – e.g. a new competitor is launched or staff turns over and you lose your key client. But don’t fret – it is a level playing field – we are all subjected to the same pressures. The key is not to take your eye off the ball. Remember we are all working within a kaleidoscope that changes randomly and constantly. Keep evaluating your form – look for new ways, keep close to your client so you can predict future needs, and put steps in place NOW to keep up with the future buyer needs.
About the Author

Jo Harris started as a sales representative in the pharmaceutical industry almost 20 years ago as a university graduate of science and business. She has enjoyed many roles from Sales Representative to senior sales manager, business unit manager, small business owner, marriage celebrant and wife, and mother to three children under the age of eight.

In 2010 Jo founded Jo Harris Consulting and Selling You. She provides coaching, training, facilitation, and keynote speaker engagements to individuals and employers.

Jo Harris Consulting looks forward to the opportunity of meeting with you to discuss your coaching and training needs.

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