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Chapter 23 - Qualifying the Prospect
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Chapter 23 - Qualifying the Prospect
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Chapter 23 - Qualifying the Prospect
- Chapter 23 – Qualifying the Prospect
- Time is Your One of Your Most Valuable Resource
- Opportunity Cost
- Time Spent with Good Prospects Time Spent with Bad Prospects
- Why This Can Be Difficult Don't Fit May Fit
- Why This Can Be Difficult Don't Fit May Fit There is a Fit
- Why This Can Be Difficult Don't Fit May Fit There is a Fit Fits Now
- 2 Missteps We Can Take Don't Fit May Fit There is a Fit Fits Now
- 2 Missteps We Can Take Don't Fit May Fit There is a Fit Fits Now
- 2 Missteps We Can Take Don't Fit May Fit There is a Fit Fits Now
- 2-Step Qualifying Process Step 1: Pre-Qualifying Step 2: Qualifying
- Step 1: Pre-Qualify • Ask soft questions to learn more about what is going on with the prospect • Goal: To determine if it makes sense to even keep talking
- Step 1: Pre-Qualify • What type of car do you currently drive? • What year is your vehicle? • How happy are you with your current car? • How do you feel about the fuel economy of your car? • How do you feel about the reliability of your car? • How often do you usually purchase a new car?
- Current Environment • Who are you currently using today? • How long have you been with them? • How is everything going? • What are some things you like about what they provide? • What are some things that you think could be better? • If you could change one thing about their product/service, what would it be? • When was the last time you considered other options in this area? • (Sizing Question) How many _____ do you currently have? • Are you the right person to discuss this area with?
- Product • Web Design Services Features • Build new websites • Website changes • Search engine optimization • Graphic design Product
- Value Points • Improve the design, traffic, and conversion rates for their website • Improve website conversion rates • Increase website traffic • Improve search engine optimization (SEO) • Generate more leads through their website • Increase the amount of revenue that they are able to generate through their website Product • Web Design Services Features • Build new websites • Website changes • Search engine optimization • Graphic design Product Value
- Value Points • Improve the design, traffic, and conversion rates for their website • Improve website conversion rates • Increase website traffic • Improve search engine optimization (SEO) • Generate more leads through their website • Increase the amount of revenue that they are able to generate through their website Product Value Pain Pain Points • Website is not performing and producing the type of results that are needed • Website conversion rate could be better • Need to find a way to increase website traffic • There is not enough traffic coming to the website through organic SEO (search engine optimization) • It can be difficult to get the website to generate enough leads • It can be difficult to find ways to get more revenue out of web traffic
- Pain Points • Website is not performing and producing the type of results that are needed • Website conversion rate could be better • Need to find a way to increase website traffic • There is not enough traffic coming to the website through organic SEO (search engine optimization) • It can be difficult to get the website to generate enough leads • It can be difficult to find ways to get more revenue out of web traffic Product Value Pain Pain Questions Pain Questions • How do you feel about the current design and layout of your website? • How important is it for you to improve your website conversion rates? • How much of a priority is it for you to increase your website traffic? • How well is your website doing with being found through search engines? • How important is it for you to get more leads through your website? • How motivated are you to find new ways to get more revenue out of your website traffic?
- Initial Contact Meeting Presentation
- Step 2: Qualify • Ask more firm questions to determine how much the prospect needs what you sell and how likely they will be to purchase • Goal: To determine if the deal is real
- Four Areas to Measure Need to Purchase Ability to Purchase Authority to Purchase Intent to Purchase
- Need to Purchase • What motivated you to look at us (brought you to us)? • Do you mind if I ask why you took time out of your schedule to meet with us? • What improvements could you see if you make this purchase? • What will happen if you do not purchase something? • Is there a date when this purchase needs to be made? • What happens if the purchase is not made by that date? • What is the time frame that the project needs to work along?
- Four Areas to Measure Need to Purchase Ability to Purchase Authority to Purchase Intent to Purchase
- Ability to Purchase • What is the budgetary range that you need this purchase to stay within? • Is there a budget approved for this project? • Have the funds been allocated to this purchase? • What budget (department) will this purchase be made under? • Are there other purchases that this funding may end up being used for? • How does the project fit with other initiatives from a priority standpoint?
- Four Areas to Measure Need to Purchase Ability to Purchase Authority to Purchase Intent to Purchase
- Authority to Purchase • What is the decision-making process? • What parties will be involved in making the decision? • What are the key factors that a decision will be based on? • What functional areas (departments) will be impacted by the purchase? • Is there a committee that this type of purchase has to go through? • Who is the ultimate decision maker? • Who is the person that will need to sign the agreement/contract?
- Four Areas to Measure Need to Purchase Ability to Purchase Authority to Purchase Intent to Purchase
- Intent to Purchase • What other options are you considering? • How far along are you in discussions with them? • How do you feel about your other options? • What do you like about them? What do you not like about them? • How do they compare with what we have to offer? • Is there a reason why you would choose us over them? • If you had to make a decision today, which way would you lean?
- Initial Contact Meeting Presentation
- Key Takeaways • Protect your time by separating the good prospects from bad • Use a process of asking good questions to measure and assess prospects • Ask pre-qualify to determine if it makes sense to talk • Use qualifying questions to determine if the lead is real and worth you investing your valuable time • Pre-qualify in the Initial Contact or first time speaking with the prospect • Qualify every conversation or meeting after that
Notas do Editor
- There are four characteristics of a qualified prospect. Does the prospect have a true need to purchase what you sell? You may have a prospect that is very interested and excited about what you have to offer, but do they need what you have or do they want what you have? The more they need what you have, the more qualified the prospect. Does the prospect have the authority to make the purchase from a decision making power stand point? If we are a car sales person and taking someone on a test drive, but it is the spouse that is at home that would make the approval of the car purchase, we are not spending time with a qualified prospect. Does the prospect have the ability to make the purchase from a funding or money standpoint? If the prospect loves what you have but does not have any money to spend, the prospect is not completely qualified. Does the prospect have real genuine interest purchasing from you? Just because a prospect is talking with you does not mean that there is serious interest on their side. The prospect really needs medium to strong levels in all of these areas to be truly qualified. A prospect only needs to be weak in one area for their to be a concern and we will look at four different types of prospects that are good in only three of the four key areas as we look at four types of unqualified prospects.
- There are four characteristics of a qualified prospect. Does the prospect have a true need to purchase what you sell? You may have a prospect that is very interested and excited about what you have to offer, but do they need what you have or do they want what you have? The more they need what you have, the more qualified the prospect. Does the prospect have the authority to make the purchase from a decision making power stand point? If we are a car sales person and taking someone on a test drive, but it is the spouse that is at home that would make the approval of the car purchase, we are not spending time with a qualified prospect. Does the prospect have the ability to make the purchase from a funding or money standpoint? If the prospect loves what you have but does not have any money to spend, the prospect is not completely qualified. Does the prospect have real genuine interest purchasing from you? Just because a prospect is talking with you does not mean that there is serious interest on their side. The prospect really needs medium to strong levels in all of these areas to be truly qualified. A prospect only needs to be weak in one area for their to be a concern and we will look at four different types of prospects that are good in only three of the four key areas as we look at four types of unqualified prospects.
- There are four characteristics of a qualified prospect. Does the prospect have a true need to purchase what you sell? You may have a prospect that is very interested and excited about what you have to offer, but do they need what you have or do they want what you have? The more they need what you have, the more qualified the prospect. Does the prospect have the authority to make the purchase from a decision making power stand point? If we are a car sales person and taking someone on a test drive, but it is the spouse that is at home that would make the approval of the car purchase, we are not spending time with a qualified prospect. Does the prospect have the ability to make the purchase from a funding or money standpoint? If the prospect loves what you have but does not have any money to spend, the prospect is not completely qualified. Does the prospect have real genuine interest purchasing from you? Just because a prospect is talking with you does not mean that there is serious interest on their side. The prospect really needs medium to strong levels in all of these areas to be truly qualified. A prospect only needs to be weak in one area for their to be a concern and we will look at four different types of prospects that are good in only three of the four key areas as we look at four types of unqualified prospects.
- There are four characteristics of a qualified prospect. Does the prospect have a true need to purchase what you sell? You may have a prospect that is very interested and excited about what you have to offer, but do they need what you have or do they want what you have? The more they need what you have, the more qualified the prospect. Does the prospect have the authority to make the purchase from a decision making power stand point? If we are a car sales person and taking someone on a test drive, but it is the spouse that is at home that would make the approval of the car purchase, we are not spending time with a qualified prospect. Does the prospect have the ability to make the purchase from a funding or money standpoint? If the prospect loves what you have but does not have any money to spend, the prospect is not completely qualified. Does the prospect have real genuine interest purchasing from you? Just because a prospect is talking with you does not mean that there is serious interest on their side. The prospect really needs medium to strong levels in all of these areas to be truly qualified. A prospect only needs to be weak in one area for their to be a concern and we will look at four different types of prospects that are good in only three of the four key areas as we look at four types of unqualified prospects.
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