qualify

How we Qualify a Lead 📞🤔



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At Experiment 27, we get a lot of inquiries, mostly because of this YouTube channel.

And those inquiries usually look like, "hey, what's your pricing look like?"

or something very generic like, "tell me more about your services."

And in today's video, I want to talk about how we qualify leads and how you can potentially

do the same thing.

So I'll walk you through the typical process: somebody will fill out the chat box on our

site, we use Olark right now, or our Facebook page

or our Instagram or they'll send an email.

And it will usually be something very generic like,

"tell me more about your services."

100% of the time, I'm going to loop in Austin Mullins,

who's our Director of Sales.

And that email usually looks like, "hey *name*,

Thanks for reaching out, looping in Austin Mullins to help.

Thanks, Alex."

From there I encourage Austin to hop on a call with every single person and run

our discovery call process.

I know that sounds like a lot of extra work, and it is,

but in my experience, it's very hard to tell whether somebody's going to be a

qualified lead even through the research process.

I've sold $100K apps to people that have had a gmail account or a yahoo account

and that makes talking to every lead on the phone,

as quickly as possible, the ideal process.

There are some agency owners that get too many inbound leads where it's

impossible for them to talk to every single person.

I would recommend, rather than adding a questionnaire or a lead qualification process to their site

to screen people out, I would instead recommend hiring a junior

person who is good on the phone, even if you are going to have that qualification

questionnaire, to just walk them through that questionnaire

step by step because you don't want to lose the clients.

The way I think about it is: I try to get inside the clients shoes.

So when they are reaching out to an agency or they are trying to buy software

or they are reaching out to any service, at least what I do;

and what I found that a lot of people do is: they will search "top app development companies,

New York City" or "best CRM software"

And then they will click 3 or 4 of them, and if it's at the enterprise level,

they will fill out the contact forms for 3 or 4

of these different softwares; similar to our video about, "how we bought

a deep-clean."

It is that same process for hiring businesses.

If you get back right away with, "hey, let's hop on a call"

or even better, you call the person as soon as

they put their phone number in within 5 minutes, you are so much more likely to get them to

buy or at least to engage with you.

And if you are worried about wasting your time,

as a salesperson, talking to all of these low value leads,

the way I think about it is: time wasters don't exist if you as a salesperson

learn something from every call.

If you are not just pitching your software; if instead you are asking discovery questions

and let's say, you are selling marketing, you are asking about what marketing tactics

they have tried in the past and what worked and what hasn't,

how their team is structured, what their revenue looks like;

you are asking questions like that, then, ideally, you are learning as a salesperson.

Whether that conversation turns into money or not,

you are getting better and you can use those insights on another call where it will

make you money.

So that's how we qualify inbound leads.

The next step is to run them through the discovery questions.

If you want to see those exact questions, go over to experiment27.com/discovery

We have got point by point, every question that we ask on our call number

ones.

The main thing we try to do is, diagnose the problem almost like a doctor

would.

For instance, instead of pitching our service for 30 seconds upfront,

we'll instead ask them what they have done on the marketing front

in the past, and then ask them questions that will lead to answers in a proposal.

So, for instance, if I ask them, "what marketing channels have you tried in

the past?"

And they say they have been doing SEO for the last 2 years

and haven't had any success with it; I could say something like,

"that's really interesting.

I have talked to a lot of agency owners that have also tried SEO and they just

find it so hard to rank.

It is because the keywords are still competitive.

It can work, however.

The thing that I found works better is going where the clients already are.

So getting ranked highly on directories like 'clutch.co'

or any of the other directories that show up

if you search "top app developers, New York City"

The other thing that works is getting on other people's podcasts

and pitching guest posts rather than doing a link building strategy.

Because if you get your guest posts featured on a blog

where there are actual readers, not only will you get that normal backlink

but you will also engage the potential customers that are there."

And that's the kind of answer that we are giving on the sales call.

And then I will ask the next question in the discovery process.

So it really is a back-and-forth thing.

Then those calls end with a clause.

That close is usually, "I would love to put a proposal together.

How does next Wednesday at 2:00pm work to go through it?"

And if they are qualified, at that point they are either going to say

2:00pm works or give you another time.

If they are unqualified or not interested, they are not going to want to move forward.

And usually, if they don't move forward there, you can ask them if they have any other questions

or hesitations.

The final way that we qualify is through a thing called,

price bucketing: which is how we give our budget

without giving our exact price for a project on call number one.

I can use X27 as an example but I will also use one of our clients as

an example.

So for X27, we do marketing services.

We'll say, typically, our service costs between $4,000 and $12,000 per month,

with a year-long commitment.

And our goal is to try and get about a 4-10times ROI

but it really depends on the client.

And I will say that, $4K- $12K a month, unless we've talked in depth

and I can get a more specific price.

Ideally, you don't want to give a price that wide

because people will hear $4K and then if your price is $12K,

they are going to be pissed off and not respond.

So if I can get a gut feel on call number one

for what it is going be, then I will say, "typically, for this kind of engagement,

based on what I've seen, it is going to be about $10,000 a month.

I aI am going to circle back with the team, andin the proposal, we will have the specific

pricing for you."

So if you can hit them with the exact number, that's way better.

And it is the same for mobile applications, marketing campaigns, social media campaigns,

design, software or whatever.

The more specific you can be with the price, on that initial qualification call,

the more qualified they are going to be.

So for mobile applications it might be, "based on what I have seen,

this type of app goes for about $120,000.

I will circle back with the team and we will break out the features piece by

piece and come up with an exact price for you next

week."

That way, you avoid a large spread like saying, "typically, an app costs between $80,000 and

$140,000," which means nothing to the client and pisses

them off if you come in above $80,000.

And it allows them to instantly disqualify themselves

if they don't have $100,000 in cash.

If they were expecting a $2,000 app, they are instantly out of your funnel

and you don't have to waste your time with them anymore.

Thanks for watching the video.

Subscribe, if you want more B2B sales training like this.

Share this video with somebody you think would find value, like it, comment on it,

if you want.

Again, if you want that discovery call script, go over to experiment27.com/discovery

You can have that for free.

If you run any sort of business that sells to other businesses,

and you want billion dollar brands as clients; that is what we do all day at Experiment 27.

We help growing companies match with people in the Fortune 500, large billion-dollar companies,

multi multi-million dollar huge corporations.

We do that using cold email and a few other marketing tactics.

Feel free to fill out our contact form over at

experiment27.com and Austin Mullins or somebody on our team will be happy to talk

with you.

Thanks for watching, I am Alex Berman.