Seven Steps to Qualify Your Leads by ProQuest


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									 SA LES A ND M A R K ETING

        Seven Steps to Qualify Your Leads
        By David Lupberger

                  arvard Business School                         activities that generate the highest        share it with you, try this: “Let me ask    partner missing, the person you speak

          H       refers to the time crunch
                  that small business own-
                                                                 number of calls.                            another way. I’ve renovated bathrooms
                                                                                                             for $20,000, and I’ve done others
                                                                                                                                                         with can always tell you that they can’t
                                                                                                                                                         make a decision without consulting
        ers face as “resource poverty.”                          No. 2: Review the scope                     for over $50,000. Are you closer to         their partner. If a decision involves two
        The solution is to focus only on                              When you conduct your qualify-         $20,000 or to $50,000?”                     people, make sure both are there for
        high-impact activities — specific                        ing call, ask your potential customer            This will let you know if they         your sales call.
        actions that impact several areas of                     to explain, as best they can, the scope     have a realistic budget. If they tell you
        a business at one time. Qualifying                       of work they need completed. If they        $4,000, you may want to reconsider          No. 7: Review the scope of work
        the customer before embarking                            seek services you don’t offer, refer them   going out to their house. But because                 with the homeowner
        on an unproductive sales call is                         to another contractor who can provide       many prospects have no experience                In this last step, summarize the
        a high-impact activity. Here are                         those services. If you can assist them      with remodeling, many are unpre-            scope of work that was outlined in step
        seven steps you should take when                         with their project, say so. Then ask to     pared for the real cost of your services.   No. 2. At this point, you are determin-
        conducting a 15-minute qualifying                        go into greater detail about the project.   This doesn’t mean they are not a            ing if you can help. You are identifying
        conversation on the phone.                               “Do you mind if I ask a few questions       good customer. It may mean that you         the homeowner’s budget and schedule,
                                                                 to find out more about what you want        will have to provide some education.        and asking any additional questions.
        No. 1: Ascertain how the potential                       to do?” When they respond with a            Helping them understand can turn            You are determining if this is a job you
                   customer came to call you.                    “yes,” you become the expert. You are       them into a customer.                       want and if this is someone you want
             It’s important to evaluate your                     conducting the interview and control-                                                   to work with.
        marketing efforts. If you can track                      ling the flow of conversation.              No. 5: Determine the schedule                    In asking these questions, you
        your lead sources, you can then                                                                          Ask the prospect when they want         learn a great deal about a prospect:
        allocate additional resources to those                   No. 3: Eliminate the tire kickers           the work completed. For a project like      Real prospects want to talk about their
                                                                      Often remodelers prequalify            a new kitchen or bathroom, design           projects. You will know when people
                                                                 potential customers who p
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