Seven Critical Qualifying Questions

What Will They Do and Why?

1. What need(s) does the prospect have that can be met by your solution? Can your salesperson clearly articulate those needs?

2. Why would the prospect be willing to spend x dollars for your product or service? Has it been budgeted?

When Will They Do It?

3. When does the prospect plan to implement your product or service? For many products and services, implementation - not the close date - is the key because it is the purpose of the buying decision. It also focuses on the customer's perceived benefits, not the salesperson's sales forecast.

Who Are The Decision Makers?

4. Who will make the decision to buy the product or service?

5. Who are the decision influencers who can bring pressure to bear (positive or negative) on the person who will make the final decision?

6. Who has the budget or spending authority to implement the decision? Don't confuse decision and spending authority. They may not be vested in the same person.

7. Which decision makers have your salespeople called on? It should be all of them!

Bold, Direct Questions

Given these questions, there are really only two skills that your salespeople need to qualify properly. The first is confidence. The second is questioning skills. Good questioning skills can create confidence.

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