One of the most important conversations salespeople have with their prospects is the discovery call. Either they’re a good fit for your offering and you can move forward, or it’s time to qualify out.
Sales Qualification helps determine whether the relationship should continue, and if so, what next steps are appropriate.
This brief overview outlines some fundamentals of sales qualification. I have highlighted five different frameworks
What Is a Qualified Prospect?
A discovery call is where you might do the bulk of your qualification, but it certainly isn’t where qualification starts or ends. At every step of the sales process, you’ll continuously qualifying prospects for more and more specific buying signals.
Research indicates that prospects can be qualified on three levels:
- Organization-level: most basic level of qualification, similar to a buyer persona
- Opportunity-level: determining whether your prospect has a specific need or challenge you can satisfy and whether it’s feasible for them to implement your particular product or service
- Stakeholder-level: can your point of contact actually pull the trigger on a purchase decision
A qualification framework is essentially a rubric that salespeople can use to determine whether a prospect is likely to become a successful customer. Every customer and every sale is different, but all closed-won deals share commonalities. Sales qualification frameworks distill those shared characteristics into general traits reps can look for when qualifying.
The BANT Qualification Framework
BANT seeks to uncover the following four pieces of information:
Budget: Is the prospect capable of buying?
Authority: Does your contact have adequate authority to sign off on a purchase?
Need: Does the prospect have a business pain you can solve?
Timeline: When is the prospect planning to buy?
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