If everyone qualifies, nobody’s qualifying.
It’s easy to think your job in sales is to turn every enquiry into a customer. But your job is to qualify people in AND out. Knowing who to stop chasing matters as much as knowing who to pursue.
Someone gets in touch. You build a relationship. Understand what they need. Make a recommendation. And hopefully win the business.
But sometimes, the right outcome is finding out early that you can’t help them.
Their needs don’t match what you offer. The budget won’t stretch. Or they need something delivered in a timeframe you can’t meet.
That is a useful outcome too.
Your job is to work out who you can help, who needs more time, and who would be better served elsewhere.
A “no” can mean the process is working
If someone drops out of your sales process, it doesn’t automatically mean your salesperson has done a bad job.
They might have done exactly what you needed them to do.
Asked the right questions. Explained the options. And helped both sides realise there wasn’t a fit.
Better to establish that in the first conversation than after three meetings, a site visit and a detailed proposal.
There should be some drop-off early in your pipeline.
Every enquiry deserves a helpful response. How much time you invest after that should depend on what you learn.
What makes someone qualified?
When we talk about qualification in sales, we look at four things:
- Are they WILLING? Do they have a genuine need and want to do something about it?
- Are they ABLE? Is what they are looking for even possible, and do they have the financial means and decision-making authority?
- Are they EDUCATED? Do they understand the solution, the likely costs and the process involved?
- Are they ENTHUSIASTIC? Are they comfortable taking the next step?
That last one doesn’t mean they need to be jumping up and down with excitement.
It means there is a desire to move forward.
Agreeing to a meeting. Providing the information you need. Involving another decision-maker.
Something that shows the opportunity is progressing.
If one of these things is missing, your job is to find out why.
They might need an explanation. They might need to arrange finance. Or you might discover the opportunity is unlikely to go anywhere.
Remember, they are qualifying you too
While you are working out whether they are a suitable customer, they are deciding whether you are a suitable supplier.
- Can you meet their needs?
- Can they afford what you offer?
- Do they understand how it works?
- And do they trust you?
The way you handle the first conversation helps them answer those questions.
Respond promptly. Be interested. Give honest guidance on price and process.
If something won’t work, say so.
And if you don’t know the answer, find out.
Qualification should feel like someone helping you work through a decision.
Set the scene, then listen
A simple intention statement can take some pressure out of the conversation.
“Let’s have a chat about what you’re trying to achieve. I’ll explain how we work, and we can work out whether we’re the right fit.”
You have given them permission to be honest.
You have also made it clear that you are there to help them make a sensible decision.
Then ask questions.
- What are they trying to achieve?
- Why does it matter?
- What have they considered already?
- What concerns them about moving forward?
Give them time to answer. Explore the comments that matter. And check you have understood.
“So, getting this in place before winter is the priority. But you still need to confirm the budget. Have I got that right?”
That is active listening.
And it will tell you far more than rushing through a checklist while thinking about what you want to sell.
Agree on the outcome
At the end of the qualification conversation, you should have a clearer idea of what happens next.
- Progress the opportunity – There is a fit and a reason to move forward. Agree on the next step. That might be a more detailed needs analysis, a meeting or a site visit.
- Put it on hold – There could be a fit, but something needs to happen first. Provide useful information. Record what they are waiting on. Agree on when to reconnect. We sometimes call this a “lead on layby”.
- Qualify them out – You have established that your business can’t provide a suitable solution. Explain why. Point them in a better direction if you can.
Regardless of the outcome, be professional about all three.
Someone who isn’t right for your business today could still recommend you to someone who is.
Don’t confuse “not yet” with “never”
A customer who is six months away from buying might be a very good prospect.
They just need a different approach from someone ready to make a decision now.
Equally, someone who wants to buy immediately might be a poor fit.
Timing is one part of qualification. So are needs, budget and your ability to deliver.
Give your team a clear approach to assessing these things.
Then look at your pipeline.
- Which opportunities are ready to progress?
- Which need more time or information?
- And which are still there because nobody wants to admit they are unlikely to proceed?
A smaller pipeline of well-understood opportunities gives your team something useful to work with.
Start with the conversations that will help you get there.