The Ultimate Guide to Sales Qualification

Gross sales qualification streamlines the method of turning potential patrons into severe prospects.

When completed effectively, gross sales qualification reduces the time required to find out when you’re speaking to the suitable particular person. Are they interested by what you’re providing? Is there a selected enterprise problem your product may assist them overcome?

Whereas it requires observe, nice gross sales qualification is greater than definitely worth the effort. Able to get began? We’ve received you coated with our final information to discovering and preserving certified gross sales leads.

With out gross sales qualification, you’d in all probability speak to lots of of leads a day — solely to wind up with only one or two closed offers to point out to your effort.

Gross sales qualification permits you to work smarter, not tougher. This course of is important to any profitable gross sales workflow. However why is it so essential? Let’s have a look.

Why is gross sales qualification essential?

Merely put, gross sales qualification is essential to gross sales organizations as a result of it considerably improves shut ratios. With out gross sales {qualifications}, you threat pursuing leads who aren’t an excellent match. They might have incompatible budgetary constraints or organizational challenges.

Gross sales qualification permits you to pursue the leads who’re probably to buy the product, saving you time and vitality.

Listed here are extra causes gross sales qualification is so essential:

  • You’ll be able to transfer on when the lead isn’t certified. You’ll then spend extra time on the prospects who usually tend to purchase.
  • You’ll be able to give attention to a smaller, particular section of patrons. You’ll be able to then ship a extra customized promoting expertise.
  • You’ll be able to be taught the ins and outs of the client’s challenges and ship a greater resolution.
  • You’ll be able to assure that almost all of your actions result in a constructive affect on income.
  • You’ll be able to create completely different gross sales qualification processes for various verticals and preserve a listing of pitches that also really feel customized.

Let’s say you attempt to promote your product to a lead you have not certified. If the product is a poor match, the shopper may return the product for a refund or go on a social media tirade.

By deliberately qualifying prospects via a discovery name, you possibly can ship a extremely tailor-made resolution that improves post-purchase satisfaction.

What does the gross sales qualification course of appear to be as an entire? Let’s stroll via that beneath.

Gross sales Qualification Levels

Stage 1: Create an ICP.

The primary stage of gross sales qualification is creating a really perfect buyer profile (ICP). In different phrases, it’s about figuring out the kind of clients greatest suited to your product or resolution.

For instance, let’s say you promote a SaaS software program software that helps firms handle warehouse and stock processes. Your superb market may encompass manufacturers with excessive stock volumes and numerous provide chains.

Inside an ICP, it’s additionally price growing purchaser personas that describe particular people inside goal organizations. These people are these with sufficient expertise to grasp enterprise ache factors and sufficient authority to make buying choices.

The creation of an ICP is a collaborative course of between gross sales, advertising and marketing, and product improvement groups. Creating an ICP requires effort from all departments. Nevertheless, the top outcome streamlines gross sales qualification, making the train time effectively spent.

Stage 2: Establish key standards.

Subsequent, establish standards for gross sales leads earlier than they’re positioned within the qualification pipe. This course of helps remove leads which can be much less more likely to convert from curiosity to funding.

Widespread qualification standards embody:

  • Enterprise funds.
  • Shopping for authority.
  • Urgency to deploy a brand new resolution.
  • Match with present firm frameworks.

For instance, think about a gross sales lead with urgency and authority. This prospect lacks the funds required to convey in your resolution. Regardless of curiosity and intent, they gained’t be capable of afford what you’re providing. Your gross sales efforts could be higher spent elsewhere.

Professional tip: Create a guidelines for these standards that you may distribute to salespeople. This ensures that every one staff are utilizing the identical technique to guage gross sales potential.

Stage 3: Put know-how in place.

The quantity of knowledge required for profitable gross sales {qualifications} is substantial. You’ll want gross sales and analysis information, prospect exercise, buyer info, and different particulars. Even skilled groups can get overwhelmed.

Because of this, it’s price deploying applied sciences akin to buyer relationship administration (CRM) options able to capturing this information for future use. This software program supplies a single supply of fact for gross sales and advertising and marketing groups.

Your workforce can even observe rising traits in buyer conduct to assist create more practical gross sales methods.

Stage 4: Do your homework.

The extra you realize about your leads, the higher.

Right here’s why: From begin to end, the gross sales course of is about creating and constructing relationships. Even if in case you have the most effective product in the marketplace, gross sales numbers won’t ever match expectations in case your workforce isn’t capable of construct reciprocal relationships with clients.

Attaining this aim means understanding as a lot about your leads as attainable — earlier than getting in contact. Begin by researching your prospect. What’s their function on the firm? Have they made any firm web site weblog posts? Private social media posts?

It’s additionally a good suggestion to trace down any related firm info. This may take the type of a latest information article or a report posted on their company web site. You’ll be able to achieve extra context to the dialog.

Stage 5: Make contact.

The final stage within the gross sales qualification course of is reaching out.

With lead information in hand, get linked by way of cellphone, electronic mail, or social media websites and arrange a qualifying name. The aim of the decision isn’t to make a sale, however fairly to get a way of the place your lead falls within the decision-making course of. Because of this, you’re seeking to stroll away with extra details about ache factors, budgets, wants, and the general decision-making course of.

Extra importantly, you’re seeking to kick-start a relationship. Should you go all-in on gross sales ways in the course of the first name and this strategy doesn’t work, you’ve burned a bridge.

Deal with gaining a greater understanding of your buyer. Because of this even when your present lead doesn’t find yourself being the most effective gross sales match, they may assist level you in the suitable course.

The Lead Qualification Course of

The lead qualification course of begins with a pool of leads which were generated by your advertising and marketing, gross sales, acquisition, and product groups. Should you work on a smaller workforce, this pool of leads might come from web site kind submissions and will not have a selected designation.

In a gross sales group, there are a number of varieties of leads. That features the next:

  • Unqualified leads. Unqualified leads haven’t been nurtured sufficient within the flywheel to be forwarded to a gross sales workforce.
  • Advertising and marketing certified leads (MQLs). MQLs are leads who’re match to obtain advertising and marketing communications akin to electronic mail campaigns, content material presents, and extra.
  • Gross sales certified leads (SQLs). SQLs are leads who’re prepared to attach with a gross sales rep and start the gross sales course of.
  • Product certified leads (PQLs). PQLs have indicated a robust curiosity within the product by both beginning a freemium subscription or signing up for a free trial.
  • Conversion certified leads (CQLs). A CQL is any lead who has transformed in your web site, both by submitting a kind or by urgent a click-to-call button.

These leads are then fed right into a lead qualification framework, the place you possibly can then ask a sequence of qualifying questions to seek out out whether or not they’re an excellent or poor product match.

From there, the leads are divided into certified and disqualified leads. The certified leads are then fed into the gross sales course of. Disqualified leads are positioned right into a nurturing sequence, the place they’ll ideally heat as much as the product and make a purchase order later down the road.

Let’s check out three of essentially the most essential points of the lead qualification course of: qualifying questions, certified prospects, and frameworks you should use to qualify leads.

What’s a qualifying query?

A qualifying query helps the salesperson decide their prospect’s match for one standards. That may be want, funds, authority, sense of urgency, or one other issue.

qualifying query is often open-ended. Keep away from close-ended questions, like “Is that this a precedence proper now?” You could unintentionally field the client into a solution.

The higher model could be “The place does this fall in your checklist of enterprise priorities?” You are not main the prospect to a solution. Your prospect’s response will normally be extra sincere and revealing.

Listed here are some sturdy qualifying questions:

  • What enterprise problem can this product enable you to clear up?
  • What has prevented you from making an attempt to resolve the issue till now?
  • What does your funds appear to be for this venture?
  • Are you utilizing any options to resolve this drawback? In that case, why are you switching?
  • What’s your principal precedence when it comes to fixing this drawback? Which performance could be most essential?
  • What does success appear to be to your firm after utilizing this product?
  • Who in your workforce would use this product on the each day?
  • What are some factors of friction in your day-to-day that you simply really feel this product will help you streamline?
  • Which decision-makers could be concerned within the buy of this product?
  • Wouldn’t it be all proper if I adopted up on mm/dd/yyyy?

The solutions to those questions would then lead to you qualifying or disqualifying the prospect.

What’s a certified prospect?

A professional prospect has gone via the lead qualification course of and is now able to be entered into the gross sales pipeline.

You’ll sometimes do the majority of your qualification throughout a discovery name, but it surely definitely isn’t the place qualification begins or ends. At each step of the gross sales course of, you’ll repeatedly consider prospects for increasingly particular traits.

A professional prospect has most or all the following attributes.

Characteristics of a Qualified Prospect. Clear Pain Points. A Budget.  Purchase Power.  A Deadline or Strict Timeline. A Mutually Beneficial Relationship.

1. Clear Ache Factors

Each potential lead is on the lookout for an answer. Nevertheless, a imprecise enterprise problem isn’t sufficient to make them a PQL. If a prospect can solely present blanket statements, you doubtless gained’t be capable of nurture all of them the way in which to a closed deal.

Ask inquiries to elicit clear ache factors. The extra particular the necessity, the higher when you possibly can tailor your pitch.

When asking discovery questions, attempt to determine whether or not your prospect is conscious about their very own ache factors — the extra conscious they’re, the higher.

What to Look For

  • Extremely particular solutions about their very own ache factors. A professional prospect ought to be capable of have an in depth reply to every of your probing questions.
  • Issues with their present product or resolution. A professional prospect should be in determined want of a change. One approach to measure that’s by prompting them to share the issues they’re having with their present resolution.

2. A Price range (or a Willingness to Make One)

Have you ever ever had a number of calls along with your prospect, just for the deal to die as a result of they’ll’t afford your product? When qualifying prospects, it is best to goal to study their funds as shortly as attainable.

Think about posing this straightforward query: “How a lot are you planning to spend on [CRM, sales, website, etc.] software program this yr?” Speaking about cash straight away might appear to be a fake pas, however it can prevent time. You’ll be able to then give attention to prospects who can afford your resolution.

A professional prospect can have the funds and make that clear from the onset. As an illustration, they could already be utilizing a similarly-priced product or are having costly issues.

Be sure you ask a couple of vary, not a set value. There’s a chance of upselling your prospect if their want is dire sufficient. Nevertheless, that can come after you’ve constructed ample belief with them.

What to Look For

  • A funds vary that matches your costs. Your prospect may not have a precise quantity for what they’re seeking to spend, however their vary should match your charges. Ideally, they’ve an higher vary that’s effectively above your costs.
  • A transparent disposition towards making a purchase order. Should you sense any doubt out of your prospect about spending X sum of money on an answer, then they’re not a certified prospect.

3. Buy Energy

A professional prospect will be capable of both make the ultimate shopping for determination or sway the stakeholders who make the choice. As early on as attainable, attempt to establish whether or not your prospect is a gatekeeper, decision-maker, influencer, or blocker.

Most frequently, they’ll be an influencer, however they should be the suitable kind of influencer.

All through the course of your profession, you might need to talk with coordinators and even interns, who normally analysis options on behalf of their supervisor. These are influencers — not your certified prospects.

In the event that they’re an entry-level influencer, gently circumvent them so you may get to an upper-level influencer: The precise supervisor who’ll be presenting the answer to the decision-maker.

The choice-maker will doubtless be a pacesetter, and normally not the particular person you’ll speak to in the course of the prospect qualification course of.

Don’t overlook to take enterprise measurement under consideration. A supervisor at a big firm, for example, is way farther from decision-makers than a supervisor at a smaller firm. Do analysis on LinkedIn or their web site to be taught the place your prospect falls on their organizational diagram.

What to Look For

  • A mid-level job title. A professional prospect will ideally be in the course of their profession — not so upper-level that they’re the decision-maker, however not so entry-level that they maintain no sway.
  • An exhibition of influencer energy. Attempt to get them to share earlier examples of profitable software program or product purchases that they’ve spearheaded. As an illustration, you may ask, “Have you ever tried every other options previously?”

4. A Deadline or Strict Timeline

A professional prospect can have an pressing want to seek out and buy an answer earlier than a sure time vary arrives: Earlier than subsequent quarter, subsequent month, or subsequent yr. Your prospect must have a purpose to make their buy as quickly as attainable.

One other approach to inform? They may cite a harmful decline in enterprise efficiency that they want a brand new resolution to get well. If in addition they cite a dropping ROI on their present product, you could have a certified prospect in your fingers.

What to Look For

  • A timeline. A professional prospect ought to have a tough date for when they should end the buying course of. That is a simple query you possibly can ask instantly with out seeming too ahead.
  • An pressing purpose to buy. Whether or not it’s due to exterior stress or declining efficiency, a certified prospect will know they should act now.

5. A Mutually Useful Relationship

A professional prospect will perceive that you simply’re genuinely making an attempt to assist and that you may each assist one another achieve your roles.

Keep in mind: You’ll doubtless be talking to an influencer. The influencer, in the long run, needs to shine in entrance of management.

You can also make that come true by offering an answer that helps you meet your quota, and that helps them and their workforce do their work higher.

What to Look For

  • A belief in you. Does the prospect appear postpone by you in any approach? Have they even began to ghost you? That’s not a certified prospect. A professional prospect will lean into the promoting course of and present unambiguous belief.

Ranges of Prospect Qualification

Gross sales reps should qualify prospects at three completely different ranges — “organization-level,” “opportunity-level,” and “stakeholder-level” qualification. We’ll talk about every beneath.

Group-Degree Prospect Qualification

That is essentially the most fundamental stage of qualification. Right here you’ll decide whether or not it is best to do extra analysis. If your organization has purchaser personas, reference them when qualifying a prospect. Does the client match the demographics of a given persona?

Questions it is best to ask at this stage embody:

  • Is the prospect in your territory?
  • Do you promote to their trade?
  • What’s the corporate measurement?
  • Does the account suit your firm’s purchaser persona?

Alternative-Degree Prospect Qualification

This type of qualification might be what you considered if you learn the title of this submit. Alternative-level gross sales qualification is the place you establish whether or not your prospect has a selected want you possibly can fulfill. You’ll additionally discover out if it’s possible for them to implement your specific services or products.

The opposite half of an excellent purchaser persona, opportunity-level traits give perception into whether or not a prospect may gain advantage out of your providing.

To find out whether or not your prospect is certified on a possibility stage, ask the next:

  • Is the prospect acquainted with the kind of product you promote?
  • Have they got a problem that your product will help them clear up?
  • Have they got a workforce or an individual who’ll be utilizing the product?

Stakeholder-Degree Prospect Qualification

Let’s say you’ve decided that your prospect’s firm is an effective match to your resolution and suits your superb purchaser persona. It’s time to get into the nitty-gritty. Can your level of contact really pull the set off on a purchase order determination?

To find out this, ask your prospect the next questions:

  • Will this buy come out of your funds?
  • Who else is concerned within the determination?
  • Do you could have standards for this buy determination? Who outlined them?

When to Disqualify Prospects

The three ranges above are listed within the order it is best to use them to disqualify.

As an illustration, in case your prospect is a whole departure out of your firm’s purchaser persona, it’s secure to disqualify them proper then. Possibly at some point, you’ll serve their kind of purchaser, however proper now you don’t. Don’t waste time making an attempt to shoehorn your providing into their enterprise.

Equally, you can be talking with the CEO of a company with full funds authority who passes stakeholder-level qualification with flying colours. But when there’s no drawback, there’s no want to your resolution. Qualify for enterprise ache first.

Take into account that until a prospect will be certified on all three ranges, you shouldn’t advance them within the gross sales course of.

For instance, when you ask your prospect concerning the firm’s strategic targets and so they’re unable to reply, it’s an excellent signal they’re not shut sufficient to the choice course of. You need to disqualify this contact on the stakeholder stage, despite the fact that they go on the alternative stage.

Why Disqualifying Isn’t a Unhealthy Factor

Many salespeople are loath to disqualify prospects and shrink their pipelines.

Their intuition is to work with as many leads as attainable, however this isn’t the most effective strategy. The standard of your leads issues greater than the amount.

As a salesman, your most treasured asset is your time. Deal with a handful of your greatest prospects as an alternative of spreading your self skinny throughout dozens of leads. Attempting to shut each deal that comes alongside is just going to lead to lifeless ends, when you neglect prospects doubtless to purchase.

Up till now, we’ve mentioned qualifying questions and what a certified prospect appears like. You’ll be able to set up all the processes we’ve mentioned so far utilizing lead qualification frameworks.

Qualify a Lead with Lead Qualification Frameworks

A qualification framework is actually a rubric that salespeople can use to find out whether or not a prospect is more likely to turn out to be a profitable buyer.

Each buyer and each sale is completely different, however all closed-won offers share commonalities. Gross sales qualification frameworks distill these shared traits into basic traits reps can search for when qualifying.

The BANT Qualification Framework

The Outdated Trustworthy of gross sales qualification frameworks, BANT (Price range, Authority, Want, Timeline) is used at a wide range of firms and in a wide range of markets.

Initially developed by IBM, BANT covers all of the broad strokes of opportunity- and stakeholder-level qualification.

BANT seeks to uncover the next 4 items of knowledge:

  • Price range. Is the prospect able to shopping for?
  • Authority. Does your contact have enough authority to log off on a purchase order?
  • Want. Does the prospect have a enterprise ache you possibly can clear up?
  • Timeline. When is the prospect planning to purchase?

Listed here are a number of examples of BANT questions within the context of a prospect dialog:

Info to Uncover

Inquiries to Ask

Price range

  • Do you could have a funds put aside for this buy? What’s it?
  • Is that this an essential sufficient precedence to allocate funds towards?
  • What different initiatives are you spending cash on?
  • Does seasonality have an effect on your funding?


  • Whose funds does this buy come out of?
  • Who else can be concerned within the buying determination?
  • How have you ever made buying choices for merchandise much like ours previously?
  • What objections to this buy do you anticipate? How do you assume we are able to greatest deal with them?


  • What challenges are you scuffling with?
  • What’s the supply of that ache, and why do you’re feeling it’s price spending time on?
  • Why hasn’t it been addressed earlier than?
  • What do you assume may clear up this drawback? Why?


  • How shortly do you have to clear up your drawback?
  • What else is a precedence for you?
  • Are you evaluating every other comparable services or products?
  • Do you could have the capability to implement this product proper now?

BANT Limitations

Whereas BANT addresses many opportunity-level necessities, it misses the mark on others.

The “final” shopping for authority could possibly be multiple particular person. Be sure you interact all related stakeholders early on within the course of and safe every particular person’s buy-in.

“Timeline” is one other space the place BANT falls quick right now. A strict BANT qualification may inform you to cycle a lead who gained’t be prepared to purchase till subsequent yr.


MEDDIC (Metrics, Financial Purchaser, Choice Standards, Choice Course of, Establish Ache, Champion) was pioneered by Jack Napoli when he was at know-how firm PTC.

MEDDIC requires gross sales reps to grasp each side of a goal firm’s buy course of, down as to whether you could have an inner champion.

This framework is extremely precious for rising forecasting accuracy, one thing that is essential for companies that promote to enterprise firms. In any case, shedding only one deal will be debilitating when every is price a number of million {dollars}.

 Sales qualification framework, MEDDIC

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“From $0 to $100 million, [PTC was] profitable as a result of we offered a greater widget,” HubSpot CEO Brian Halligan mentioned. “From $100 million to $1 billion, we offered a shift in know-how. MEDDIC turned essential as a result of it is not simply any outdated buy — it is a transformation of the enterprise.”

You need to think about using MEDDIC as a qualification framework if your organization sells a product that requires a change in conduct or the common gross sales value is extremely excessive. Understanding precisely how a prospect buys, why they’d purchase, and who’s championing you internally is essential to sustaining an correct pipeline.

CHAMP Gross sales

CHAMP (Challenges, Authority, Cash, and Prioritization) is much like ANUM however locations Challenges forward of Authority.

CHAMP additionally defines authority as a “call-to-action,” not a roadblock.

In case your preliminary contact is a low-level worker, you possibly can safely assume they gained’t be the decision-maker. That doesn’t imply it is best to grasp up the cellphone. As an alternative, ask questions that enable you to map the corporate’s organizational hierarchy to find out who to achieve out to subsequent.


Sure, it’s an extended acronym, however a helpful one. Developed at HubSpot, the qualification framework GPCTBA/C&I (Targets, Plans, Challenges, Timeline, Price range, Authority/Detrimental Penalties and Constructive Implications) is a response to adjustments in purchaser conduct.

Patrons come to the gross sales course of more and more knowledgeable, so salespeople want so as to add worth on high of product data.

However worth isn’t one thing gross sales reps can simply “add” — to actually act as an advisor, you could discover past the scope of the discrete drawback that your services or products may clear up. This implies understanding a prospect’s strategic targets, their enterprise mannequin, and the way the precise situation you’re discussing suits into the bigger image of their skilled life.

Sales qualification framework, GPCTBA/C&I

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Listed here are among the questions it is best to ask at every step.


The aim of the next questions is to seek out out your prospect’s quantitative targets. You’ll be able to assist make clear or set targets along with your prospect if their response isn’t well-defined.

  • What’s your high precedence this yr?
  • Do you could have particular firm targets?
  • Do you could have revealed income targets for this quarter/yr?


When you perceive your prospect’s targets, discover out what work they’ve already completed to attain them. Decide what’s labored and what hasn’t, and make ideas for enchancment.

  • What are you planning on doing to attain your targets?
  • What did you do final yr? What labored and what didn’t? What are you going to do otherwise this yr?
  • Do you assume XYZ may make it onerous to implement your plan?
  • Do you could have the suitable assets obtainable to implement this plan?


Defining your prospect’s challenges — and reinforcing that what they’ve already tried isn’t working — is essential. Except they perceive that they need assistance, a prospect gained’t turn out to be a buyer.

  • Why do you assume you’ll be capable of remove this problem now, despite the fact that you’ve tried previously and also you’re nonetheless coping with it?
  • Do you assume you could have the interior experience to cope with these challenges?
  • Should you understand early sufficient within the yr that this plan isn’t fixing this problem, how will you shift gears?


Your most essential asset is your time. So whereas a prospect that doesn’t need to purchase now or within the close to future isn’t essentially a misplaced trigger, they need to transfer down your precedence checklist.

  • When will you start implementing this plan?
  • Do you could have the bandwidth and assets to implement this plan now?
  • Would you want assist pondering via the steps concerned in executing this plan, so you possibly can determine when it is best to implement every bit?

Price range

Simply asking “What’s your funds?” isn’t a query more likely to get you precious perception, in line with HubSpot gross sales director Dan Tyre.

As an alternative, attempt asking:

  • Are we in settlement on the potential ROI of [product or service]?
  • Are you spending cash on one other product to resolve the issue we’ve mentioned?

Then, go in for the kill. Databox CEO and former HubSpot VP of Gross sales Pete Caputa suggests phrasing the funds query this fashion:

“We have established that your aim is X and that you simply’re spending Y now to try to obtain X. However it’s not working. As a way to rent us, you’ll need to speculate Z. Since Z is fairly much like Y and also you’re extra assured that our resolution will get you to your aim, do you imagine it is smart to speculate Z to rent us?”


In contrast to in BANT, qualifying for authority below this framework isn’t essentially making an attempt to find out whether or not your contact is a decision-maker. Your contact may be an influencer or a coach, two varieties of inner champions who can provide you perception into the decision-maker’s thought course of.

In case your contact isn’t the financial purchaser, ask them:

  • Are the targets we’ve mentioned essential to [the economic buyer]?
  • Amongst their priorities, the place does this fall?
  • What issues do you anticipate they’ll elevate?
  • How ought to we go about getting [the economic buyer] on board?

Detrimental Penalties and Constructive Implications

On this a part of the qualification course of, you’re discovering out what occurs in case your prospect does or doesn’t obtain their targets.

“In case your product can considerably assist them keep away from penalties and additional support in attaining even greater follow-up targets, you’ve received a really sturdy worth proposition,” Caputa says.

Listed here are some C&I inquiries to ask prospects:

  • What occurs when you do or don’t attain your targets? Does the result have an effect on you on a private stage?
  • If you overcome this problem, what is going to you do subsequent?
  • Do you stand to get promoted or get extra assets when you can hit your aim? Would you lose duty or be demoted when you don’t?

The advantage of GPCTBA/C&I is that it permits salespeople to collect an enormous quantity of knowledge. In case your product is advanced, extremely differentiated, and stands to turn out to be an integral a part of your prospect’s enterprise technique, having these insights is extremely precious.

Nevertheless, GPCTBA/C&I may not be proper for each gross sales power. Relying on what you promote, such thorough qualification is probably not obligatory.


ANUM (Authority, Want, Urgency, Cash) is an alternate spin on BANT. When qualifying utilizing ANUM, a gross sales rep’s first precedence ought to be to find out whether or not they’re talking with a decision-maker.


The RAIN Group advocates utilizing FAINT (Funds, Authority, Curiosity, Want, Timing) to qualify gross sales leads. FAINT is designed to replicate the truth that many buy choices are unplanned and thus gained’t be related to a set funds.

Like ANUM, reps utilizing FAINT ought to search for organizations with the capability to purchase, no matter whether or not a discrete funds has been put aside. FAINT additionally provides Curiosity into the combo.

Sales qualification framework, FAINT

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Based on RAIN Group’s John Doerr and Mike Schultz, Curiosity is outlined as “[generating] curiosity from the client in studying what’s attainable and tips on how to obtain a brand new and higher actuality than the one they’ve right now.”

Gross sales Qualifying: Good Indicators and Crimson Flags

Cease me when you’ve heard this one: “It’s not what you mentioned, it’s the way you mentioned it.”

This phrase is the foundation of numerous arguments, but it surely’s pretty much as good as gold on the subject of gross sales qualification.

Listed here are some tip-offs (each good and dangerous) to pay attention for when qualifying a prospect that may enable you to decide whether or not to advance the gross sales course of or disqualify ASAP.

Good Indicators to Transfer a Prospect Ahead


Wait. How can excuses be an excellent factor?

Excuses assist resolve our actions with who we need to be. Throughout a gross sales dialog, your ears ought to perk up in case your prospect tries to elucidate away earlier inaction concerning enterprise ache.

This means one among two issues: Both the excuse is reliable, or your prospect needs they’d completed one thing earlier and is making an attempt to rationalize why they didn’t. Both approach, it confirms their ache is actual.


Prospects who can provide particular solutions to questions akin to “What are your targets?” and “When do you have to see outcomes?” have thought rigorously about their drawback. Pay attention for sequential plans, thought-out explanations, and statistics.

Specifics additionally point out that your prospect feels actual ache. In any case, folks with out actual issues don’t spend time fascinated by why they exist and tips on how to tackle them.

In fact, the caveat is that specifics should be accompanied by actuality. A prospect who says, “I need to quadruple income within the subsequent two weeks,” is utilizing specifics to display that they don’t have sturdy enterprise acumen.


Specificity’s associate is data. A data verify is your greatest wager for qualifying on the stakeholder stage.

True decision-makers can have intimate data of firm targets, challenges, and desires. A contact who doesn’t have entry to this info doubtless isn’t going to be precious within the gross sales course of.

Crimson Flags within the Gross sales Course of


A prospect whose solutions contradict one another is probably going one who needs to be useful, however can’t as a result of they don’t possess enough data.

Nevertheless, this isn’t a dealbreaker — prod them to inform you who does know the solutions, and proceed qualifying the chance with one other contact.

Brief solutions

True enterprise ache permeates a company — executives lose sleep over it and staff should cope with it on a day-to-day foundation. Should you give the impression that you may assist alleviate the ache, prospects will need to speak to you.

A prospect who’s providing you with one-word solutions isn’t somebody who feels there’s a foundation for a dialog. It could possibly be that the issue is a non-issue, or the contact isn’t clued in sufficient to really feel its severity. Relying on what you assume is occurring, disqualify or attempt reaching out to a different member of the group.

Over to You

Gross sales success rests on efficient qualification. Your capacity to seek out good-fit prospects will make or break your corporation. Prospects who flip into joyful clients imply not solely income, however elevated word-of-mouth, referrals, and the potential for cross- or upselling.

Our information will help you streamline your qualification course of to seek out higher leads, get them interested by what you’re providing, and put them on the trail to ongoing purchases.

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