Written By: Robyn Davis
Lead qualification is crucial to helping us identify which of our offerings is most applicable and relevant to prospects. Basically, we qualify leads to help us sell more.
Modern selling goes beyond just about identifying potential leads. It’s about deeply understanding your prospects, aligning your offerings accordingly, and determining the best course of action.
This process is essential for guiding the sales journey from a mere interaction to a meaningful and profitable relationship. Let’s explore this concept further through a real-life example that highlights the consequences of overlooking this crucial step.
Here’s the Situation: Traveling (unexpectedly) late at night, I had a few more hours to go before arriving at home and I was getting tired. I started imagining an alternative to driving the rest of the way. However, with the holidays just around the corner, I was determined to stick to my budget and decided hotel reservations were only a good option if I could secure a discount.
I pulled over at a mid-range hotel chain where I hold priority status.
I asked the person at the desk if they offered any “specials” for arriving after 2AM (the parking lot was mostly empty and, at that point, I imagined it was highly unlikely they would sell out for the night, making any sale better than no sale). He said, “no.”
I mentioned that I had to get to Knoxville and was getting tired. He said, “that’s another 2 ½ hours away – good luck.”
I went to the bathroom (giving him an opportunity to confer with his superiors or reconsider his position, if he wanted to) and then as I walked out, I said “thank you” and he said “good night.”
That was it. As I continued on my drive, I started thinking about this situation from a business perspective and was disappointed that a hotel chain I had grown quite fond of would throw away such a great opportunity to increase my brand loyalty.
The representative’s short and sarcastic tone coupled with his lack of effort through our brief interaction negatively impacted my opinion of this hotel chain. What should he have done differently?
What I asked was “do you have any late night specials?” but what I wanted to know was “can I justify the cost of a room tonight?” If he had listened to my question and the pain point I specified, he might been able to identify a way to help me (and his company).
This “question below the question” is a common focus during the qualifying process because many prospects don’t know what they really want; but you, as the expert offering an outside perspective, should be able to discern their true need.
Instead of leaving his answer at “no,” this representative could have identified complementary offerings and opened the potential of making a sale.
I can respect that it may have been against hotel policy to reduce the room rate or he may not have been authorized to make special arrangements. However, I’m not sure either of these excuses is true (because I wasn’t given an excuse) or that it even matters.
The issue here was that I didn’t feel heard and I didn’t feel valued as a loyal customer. His tone didn’t say that he couldn’t help me; it indicated that he simply didn’t care to help me.
Your attitude is your choice. In this situation, the representative could have spoken to me as a person. He could have conveyed his interest and understanding, offered whatever assistance possible or apologized for the inability, and focused on making the best possible impression at that time.
Although disappointing, this scenario is not uncommon – in fact, I imagine you have encountered something similar recently as well – but that’s why it makes such a great educational opportunity.
Think back to your last trade show. An attendee walks into the booth across from yours and quickly leaves. Why? He was either ignored or dismissed promptly without being qualified properly.
This is a problem because when an attendee walks into a trade show booth, it means they have a reason to want to meet with that company. In your booth, it is your job to identify that reason and find a way to be helpful.
In the future, remember this situation and learn from that hotel representative’s mistakes. If for no other reason, fully qualifying the prospects you meet is an important step in the sales process because it helps you move from stranger to sale without sullying your reputation.
Lead qualification is more than a mere preliminary step in the sales process; it’s the backbone of effective customer engagement. By qualifying leads, businesses can discern not only what the prospect is searching for but also which of their products or services are most applicable. This insight is invaluable in crafting a tailored approach that resonates with the prospect’s specific needs and preferences.
Robyn Davis
Robyn Davis was raised by self-employed parents, learning the ins and outs of business…
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