Qualifying a Sales Lead

To qualify a sales lead, you've got to ask the right questions. It doesn't make sense to make your sales pitch if you are speaking with a customer who is not the right fit for your company or who is not a decision maker. The following probing questions will allow you to determine if your sales lead is a good one.

 

How Do You or Your Company Typically Buy Products Like Those We Offer?

It makes sense for sellers to find out about how prospective customers typically make purchases. Some companies have a complicated process involving a hierarchy of approvals. You might want to know if you're in for a long haul with a particular customer. On the other hand, some companies rely on one or two decision makers who can make decisions on the spot. Either way, it helps to understand the process your customer is used to.

 

Who Makes the Decision to Buy?

It's always great to be able to deal with the decision maker, but often companies will send someone to find out what the vendor has to offer. In this way, they are messengers. You might want to simplify your message or distill it to bullet points that the employee can take back to the company. Of course, when you're not face to face with the decision maker, you're not looking at a qualified lead.

 

Do You or Your Company Have a Time Frame in Mind for Making a Purchase?

When you talk to a potential customer, it's important to determine if they are just shopping around or ready to commit. If you can find out if the buyer has just begun their product search, it can help you tailor your pitch.

 

Are There Any Roadblocks that Might Prevent You from Moving Forward?

Some customers may be locked into contracts with other vendors and are simply exploring other options. Customers may also have some constraints that might prevent them from closing a deal. Try to find out if the company has any concerns about making a purchase at the current time.

 

Considerations for Qualifying a Lead

It can be time-consuming to qualify sales leads. For this reason, many companies now choose to outsource this task to firms that are adept in this area. Outsourcing firms can provide customer assessments so that the sales team can decide when and to whom to make their pitch. Whether you or an outsourced partner qualifies the lead, it's important to obtain information about the company in order to tailor the pitch to their specific profile and needs. In short an outsourced lead qualification team can “make sure you get the best return for each dollar spent on generating and converting leads.” (1)

 

Qualifying a lead is important for determining if a customer is ready to make a purchase. The more you can learn up front, the better you can tailor your message. Moreover, it's also important to know when to push and when to lay back. According to Geoffrey James of Inc.com, “don't pepper the customers with these questions like an interrogator giving a prisoner the "third degree." Work them into the conversation as you discuss the customer's situation and business goals.” (2)

Works Cited:

1. Aayuja, Inc., “Lead Qualification” -  http://www.aayuja.com/services/lead-qualification/.

2. Geoffrey James, "14 Ways to Qualify a Sales Lead” - http://www.inc.com/geoffrey-james/14-ways-to-qualify-a-sales-lead.html.

Nick Sansta is a veteran business manager. Feel free to connect with him on Google+

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