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Frameworks for Lead Qualification - Sales Playbook
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How do you currently resolve issues around X, Y, Z? “What has worked and what hasn´t with your current solution?” What features/benefits would you ideally like to receive if you were to change to a different product/service?
What features/benefits are a must have vs a nice to have? “Why do you need these specific features/benefits?” Which departments are involved in the use of this product/service?
“Qualification starts at the prospecting step and continues through to discovery in the sales process.” The key when contacting potential buyers is to qualify the lead to ascertain which buyers meet a specific criteria to move forward to full qualification. You want the sales reps to spend their time on leads that have the best possible chance to convert into a sale. An example would be if the buyer’s timeline for a purchase is 2 years, but another buyer’s timeline is 6 months, most of a reps’ time will be spent with the latter, while the buyer with a 2 year window will be continually nurtured until the timing is closer.
“But, first you want to make sure the lead is suitable for your organisation to proceed so that time is not wasted, and this will begin at the contact stage of a sales pipeline.” The key when contacting potential buyers is to qualify the lead to ascertain which buyers meet a specific criteria to move forward to full qualification. You want the sales reps to spend their time on leads that have the best possible chance to convert into a sale. An example would be if the buyer’s timeline for a purchase is 2 years, but another buyer’s timeline is 6 months, most of a reps’ time will be spent with the latter, while the buyer with a 2 year window will be continually nurtured until the timing is closer.
The qualification stage of a sales pipeline is where a sales rep will typically spend most of their time. Qualification starts at the prospecting step and continues through to discovery in the sales process. It’s important to gather as much information around the buyer’s situation, challenges and motivations and is worth spending the time and being patient. But, first you want to make sure the lead is suitable for your organisation to proceed so that time is not wasted, and this will begin at the contact stage of a sales pipeline. “The key when contacting potential buyers is to qualify the lead to ascertain which buyers meet a specific criteria to move forward to full qualification.” Depending on the size and structure of an organisation, the prospecting may be actioned by an SDR (Sales Development Representative) or BDR (Business Development Representative). If this is the case, they will do the contact stage of the sales pipeline, then, once they have found specific information, they will move this to the qualification stage, where a sales rep will take over to action an in depth discovery. Other organisations will have sales reps complete all steps of the sales process including prospecting, but either way a qualification process in both prospecting and discovery should be mandatory in most businesses.
“It’s important to gather as much information around the buyer’s situation, challenges and motivations and is worth spending the time and being patient.” The key when contacting potential buyers is to qualify the lead to ascertain which buyers meet a specific criteria to move forward to full qualification. You want the sales reps to spend their time on leads that have the best possible chance to convert into a sale. An example would be if the buyer’s timeline for a purchase is 2 years, but another buyer’s timeline is 6 months, most of a reps’ time will be spent with the latter, while the buyer with a 2 year window will be continually nurtured until the timing is closer.
The qualification stage of a sales pipeline is where a sales rep will typically spend most of their time. Qualification starts at the prospecting step and continues through to discovery in the sales process. It’s important to gather as much information around the buyer’s situation, challenges and motivations and is worth spending the time and being patient. But, first you want to make sure the lead is suitable for your organisation to proceed so that time is not wasted, and this will begin at the contact stage of a sales pipeline. “An example would be if the buyer’s timeline for a purchase is 2 years, but another buyer’s timeline is 6 months, most of a reps’ time will be spent with the latter, while the buyer with a 2 year window will be continually nurtured until the timing is closer.” Depending on the size and structure of an organisation, the prospecting may be actioned by an SDR (Sales Development Representative) or BDR (Business Development Representative). If this is the case, they will do the contact stage of the sales pipeline, then, once they have found specific information, they will move this to the qualification stage, where a sales rep will take over to action an in depth discovery. Other organisations will have sales reps complete all steps of the sales process including prospecting, but either way a qualification process in both prospecting and discovery should be mandatory in most businesses.
The key when contacting potential buyers is to qualify the lead to ascertain which buyers meet a specific criteria to move forward to full qualification. You want the sales reps to spend their time on leads that have the best possible chance to convert into a sale. An example would be if the buyer’s timeline for a purchase is 2 years, but another buyer’s timeline is 6 months, most of a reps’ time will be spent with the latter, while the buyer with a 2 year window will be continually nurtured until the timing is closer. “If this is the case, they will do the contact stage of the sales pipeline, then, once they have found specific information, they will move this to the qualification stage, where a sales rep will take over to action an in depth discovery.” Laying out a set of qualification questions is paramount for the contact stage of a sales pipeline and using an acronym here can map out what elements a business wants to collect in order to know when to move a buyer through to discovery in the sales process. It is important that the qualification questions along with the acronym are included in your company’s Sales Playbook. There may be a number of suitable acronyms already available for initial qualification, but companies could choose to create their own so that this can be as relevant as possible to their organisation.