Not every lead who downloads a resource on your website or checks out your pricing page is there to buy your product. It’s the simple truth. Maybe all they really want is your ebook or they’re a competitor peeking into your pricing structure.
To find out if a prospect is genuinely interested, you’ll need to gauge their level of interest by asking them questions to see if they’re looking to purchase a product or if they need help getting started with one of your pricing plans.
If your prospect answers no to any of those questions, they’re likely not a qualified lead.
There’s a big difference between wanting a product and having a use for it.
That’s a problem for sales reps because they can end up wasting valuable time working with a lead who ultimately may decide they don’t need your product.
Save your team the headache by asking your prospects questions like what their current challenges are, what their immediate and long-term goals are, and what roadblocks they anticipate will hold them back.
Once you know the answers to those questions, you can then assess if your product is capable of meeting those needs or not.
Money is never easy to bring up with a lead, but the fact is, you shouldn’t pursue a lead if buying your product isn’t within their budget — the BANT methodology taught us that.
Approach the topic delicately by asking questions like what products they’re currently using, if they think they’re paying a reasonable price for that current solution, and what their ideal price range is.
If you’re analyzing the budget of a B2B lead, you can also look into their business profile to get a ballpark figure of their budget.
Timing is relative and dynamic, so be cognizant of that as this qualifier isn’t as black and white as the others.
Just because a prospect isn’t ready to buy right now doesn't mean they won’t be later down the road.
To find out if now is the best time for them to buy what you’re selling, ask them where they are in the buying journey, if they’ve started comparing prices and vendors, if they have obligations coming up that might delay their ability to buy the product, and what their time frame is.
Try to stick to leads who show signs they’re ready to buy now or within the next month, but don’t completely discount a lead just because the timing isn’t right.
If you work in B2B, you know that making a sale requires approval from the ultimate decision-maker. However, identifying that person is easier said than done.
Your lead’s job title might indicate purchasing authority, but if you aren’t sure you can always ask questions like who decides what product or service their company should use, and who should you speak with to discuss solutions for the problem your product solves.
Also, keep in mind that in B2B sometimes the decision-making process involves a group of people. Factor that into your questions by following up and asking if there’s anyone else you should speak with.
Let’s not kid ourselves, lead qualification is complex. You have to assess prospects for multiple attributes and it can get real messy without a structured tactic in place.
Start with the questions above and take it to the next level by making it specific and unique to your ideal customer profile.
With the definitive lead qualification checklist above, your team now has a tool to stay aligned, organized, and accurate when it comes to assessing prospects.
Carlos Silva is an SEO Content Manager at Chili Piper. He's passionate about the craft of writing and the power of storytelling. You might find him trail running through the mountains of Valencia, Spain, or writing in his journal at home, but you'll always find him reading something new!
