Moving Beyond the Unqualified Buyer
In the world of sales, one of the most critical skills a professional can develop is
the ability to qualify potential buyers. This process, often overlooked by
amateurs, is essential for ensuring that time and resources are not wasted on
unqualified leads. Let’s delve into the nuances of the qualification sequence
and understand why it is so crucial for sales success.
The Unqualified Buyer
A common mistake among novice salespeople is attempting to sell to anyone
who shows even a slight interest. This approach not only wastes time but also
leads to discouragement. A true sales professional understands the importance
of qualifying buyers before making a presentation. This means identifying
whether the potential buyer has the need, desire, and financial capability to
purchase the product.
Beyond Financial Qualification
While many salespeople focus solely on whether a buyer has the financial
means, there are several other factors to consider. It’s essential to understand
that purchases are rarely made based on logic alone.Emotional factors play a significant role in buying decisions. For instance, the
smell of fresh bread in a supermarket or the status symbol of owning a
computer can heavily influence a buyer’s decision.
The Role of Logic in Sales
Logic does have its place in sales, but it primarily serves to justify a decision
that has already been made emotionally.
After a buyer has decided to purchase something based on emotional factors,
they use logic to defend and rationalize their decision. This is true for both
consumer products and business purchases. For example, a businessman might
buy a computer not just for its functionality but also for the prestige it brings.
The Qualification ProcessFor example, when discussing an insurance policy, you might say, “Typically,
families like yours invest around $450 annually. Some can invest $500 or more,
while others might only manage $400. Which category do you fall into?”
Visualization and Confidence
A crucial aspect of qualification is the ability to visualize the solution that best
serves the buyer’s needs. This requires an in-depth knowledge of your
products and the ability to confidently discuss large sums of money.
Salespeople must practice and become comfortable with these aspects to
effectively qualify buyers.
Conclusion
Qualification is the starting point for all successful sales. By understanding and
implementing a thorough qualification process, sales professionals can ensure
they are targeting the right buyers and maximizing their chances of closing the
sale. Practice, drill, and rehearse these Closing Techniques to become
proficient in qualifying buyers quickly, correctly and efficiently.

The qualification process involves several key steps:
Who? Identify who is involved in the decision-making process.
What? Determine what the buyer really wants and needs.
Where? Understand where the product will be used, placed, and delivered.
When? Find out when the decision will be made.
Money? Assess the financial capability or credit availability of the buyer.
Triplicate of Choice
A useful technique in the qualification process is the “triplicate of choice.”
This involves presenting the buyer with three options, which helps them
decide without feeling pressured.