How To Qualify A Customer (Sales Effectiveness Strategies)

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in this video we're going to be

discussing how to qualify a customer

before we get through the steps on how

to qualify a customer is first important

to understand what are some of the

problems that we're seeing today in the

customer qualification process so some

of these problems include 40% of

salespeople today currently don't

understand a buyer's pain so think about

that 70% of people will buy to solve a

problem and 30% will gain something so

how are you going to compel a customer

to buy if they see no need to change the

second problem we're dealing with is

that 60% of sales end up in no decision

your greatest competition is not your

immediate competitors but doing nothing

once you understand this key point it

will fundamentally change the way that

you sell we also know that 77% of the

sales managers do not trust the

forecasts that are provided to them by

their salespeople and we also know that

35% of the value in the sales process

actually comes from the salesperson not

from the products or services that

they're selling so why are these

problems happening today the first

problem is that our products and

services that we sell are increasingly

becoming similar and commoditized

therefore how do you sell is absolutely

becoming more important than what you

sell the second point is that most

salespeople today do not do the

following first off they do not know

what a qualified customer is second is

they do not know how to properly qualify

a customer and the third part is they do

not follow a repeatable sales

qualification process now that we've

discussed some of the key problems with

customer qualification today how do we

actually qualify a client so the first

thing I like to do is to tell people to

follow a process called selling to goals

and gaps in order to do that there are

six steps in the process the first step

is to start every meeting with the

discussion and not a presentation

diagnose before you prescribe think

about it how trusting would you be of a

doctor who prescribe medicine to you for

an ailment before diagnosing you for a

problem then why is it that sales people

that we cost

do the same thing 88% of buyers have

indicated that they want a conversation

not a presentation yet most salespeople

start with a pitch which is the fastest

way to get to a discussion about pricing

so use open-ended questions the first

example of a question is before we begin

I would like to learn more about your

goals your needs and where you need more

help in your business ask intelligent

questions because it will help generate

your credibility and trust within your

sales process the second step is to ask

for and only important details that will

help you qualify things that you are

trying to sell to your clients

so ask some important details about

their business what they're selling

things that are pertinent to your

business such as who are your customers

you know where do you sell to today

geographically online things of that


power buying decisions to made within

your company and who makes them

questions such as those the third step

is to identify their goals and write

them down identify what is most

important to them so for example a

question might be if I were to come back

here in three years and you had

everything that you need how would

things be different than they are today

paint the picture so they understand and

you understand where it is exactly that

they're trying to go with their business

or organization number four identify

their gaps and write them down important

remember how are you going to compel a

client to want to change if they

themselves do not fully understand their

current environment and why they need to

change you have to help them understand

why a change is needed

remember 70% of people will buy to solve

a problem and 30% will buy to gain

something so the easiest way to ask

questions such as those would be for

example what are some of the key

problems that you are dealing with today

in your business this is identifying

problems the second is to identify gains

what are some of the key things you need

more of that you don't have

day so these are important questions to

ask to help identify the gaps of your

prospects number five identify their

current environments and cost so for

example a question you might ask is what

are you currently doing or using today

to help you address these problems and

needs if they have no spending today ask

them how they typically budget for

purchases or if a budget even exists if

they do have spending ask them simple

questions like okay well what is that

currently costing you today and remember

a cost factors not only what they're

paying but the opportunity cost of what

they're not achieving as as well the

other important part about this is to

remember that the easiest way to find

out a comfort zone of spending for your

clients if they if a budget doesn't

exist is if you determine what they're

currently spending today where their

comfort zones are with their current

spending and number six use transitional

trial and closing questions so the first

question you can ask your client is now

that you have all the information you

need if you have mentioned that your

goals were X the goals might be anything

that you have identified growing clients

growing revenues things of that nature

how are your current systems and

processes currently supporting those

goals now think about it and when they

start talking back to what we've

discussed here if you understand what

their goals are in their gaps or

remember you're trying to help them

understand what they currently have

today where they want to go and with

that gap and ultimately to get them

thinking about how your products and

services can help close that gap so that

moves us into at your trial closing

question your trial closing question is

if I were to show you a better way to

help you and then repeat back their

goals increase their spending however

more employees things of that nature

would that be of interest to you if they

say yes congratulations you have a

qualified customer and you can move

forward in the next steps in your

defined sales process the most effective

way to execute on this customer

qualification process is to create a

standard and repeatable system for each

and every one your cus

at sales meetings and calls I always

recommend that a sales meeting guide be

created so that you can best create the

discipline and habits that are necessary

to make sure that this happens every

time and every sales process that you go

through a sales meeting guide is also

helpful for boomerang sales in the

future so that you can always have a

quick snapshot of the key client

information you need when they are

finally able to buy because remember 50%

of leads that come through are qualified

but might not be ready to buy in your

time so for example of sales meeting

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