Qualifying an account during the sales process, involves one common denominator: asking questions.  And the bigger the account the more qualifying questions that need to be asked prior to implementing all of the sales tools in your arsenal.

Four Qualifying Questions

These may seem simple, but will lead to more detailed queries and valuable information in the process.  

1. Who are the Decision Makers?
The first question that must get answered in the qualifying process is “Who is making the final decision?”  It can be worded or approached any number of ways, but identifying the decision maker and getting past the tire kickers is probably the greatest of your sales tools.  And don’t forget to identify secondary influencers such as a committee or related department managers.  Navigating your way through a large organization can be difficult and requires tact, but it pays off in the end by limiting wasted time and resources.

2. Is there a Hurt?
People act on their greatest perceived hurt. Without a organizational and personal hurt there is no demand.  This is why you need to do your homework prior to specific sales efforts.  If you can outline a prospect’s environment, and likely business problems, you will realize the benefits by knowing what they are focused on, and what they are likely to do in the future.  The customer will often see a sales person asking these questions as one that can add value, further enhancing your potential for sales. Focusing on what is wrong, and how that creates a space for your solution to fit is the goal of this discovery process.

3. Do they want to fix this Hurt?
Nothing is worse than spending the time and resources to sell an account that doesn’t have the money to spend, or the organizational will to implement on the products or services you’re selling.  It doesn’t matter how great the sales tools you have if the customer can’t or won’t pay the bill and fund the implementation.  Broaching the budget topic by asking how much the current state problem is costing them, what losses are being experienced, and how business performance is suffering is appropriate. Nailing a customer down to specific time frames is often fruitless, as they may over-promise.  But the discussion must be had to evaluate whether they are just looking to see what new products are out there or if there is real intent to purchase.

4. Do we want to work with them to fix their Hurt?
A sale is a bilateral agreement where two parties need to come together. If the customer is luke-warm or ambivalent, or overly demanding, they may cost more than they are worth. Seeking fit between two organizations should be the goal of the sales discussion. If you are good for them, and they are good for you, you should proceed. If it’s unbalanced, you need to have the determination to convince them to change, change yourself, or walk away.

With these questions asked, the critically important qualification portion of the sales process is complete.

>>Complimentary Resource: Three Practical Ways to Revitalize Your Sales Team<<

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