In a previous article I shared a list of the top ten characteristics of successful sales professionals.
In this article, and future articles, I will outline how to accomplish each of the top ten characteristics through sales techniques, sales tips and where possible, through sales training.
Today the focus will be on the #8 characteristic – Qualifying Buyers.
Before you can qualify buyers you must first establish ground rules, as discussed in the last blog.
Once rapport and trust has been established (the buyer opens up and/or does not stop talking), successful sales professionals set ground rules, or parameters of the meeting.
Once these are established, you can proceed to qualify buyers, as part of the qualifying step, step two, in the “Buyer Focused” Velocity Selling System.
During the qualifying buyer step, you continue to engage the buyer to qualify them and determine if there is an opportunity to do business, or not.
In order to qualify, you must ask questions to uncover the buyers buying motivators. We are focusing on uncovering buying motivators, not just the organizational needs. I am referring to the personal emotions of the buyer – the real reason why people buy.
The two emotional reasons why people buy are pain and pleasure. If there is no pain, there is no gain. If there is no desire, there is no motivation. This particular outcome confirms they do not qualify for your products or services.
Your job is to qualify the buyer. You must unearth their pains or desires and not just one but many. Of course, this requires a trusting relationship combined with appropriate questioning techniques and excellent listening skills.
This is what qualifying is all about.
Once a number of buying motivators have been identified, you need to uncover the financial consideration which is another qualifying step. This is a critical step to financially qualify the buyer and provide you with a clear insight toward a feasible solution.
If the buyer doesn’t have a budget, how will they proceed? If they do have a budget, you need to acquire that information. Without that vital information, how are you able to qualify them or provide them with a solution?
It is imperative you know how much money they have set aside in order to address their problems and satisfy their desires. Financial consideration is an important step as it pertains to qualifying any buyer.
Once you have qualified and identified the buying motivators and the financial capability, then you must qualify and confirm the decision making process.
When will the decision be made? Who, other than the person to whom you are speaking, is involved in the decision making process? What will you do if a committee is involved?
What if you cannot present to that committee? It is wise to be prepared and know how to deal with these situations in advance so that you can qualify effortlessly.
Once you have gathered all the information in this step, you need to summarize the findings by engaging the buyer in such a fashion that you are able to secure their commitment. Prior to summarizing, you should have identified and qualified all the buying motivators, the financial capability and the decision making process including the time factors.
Now you must determine whether or not you have a solution for the buyers problems and desires and is it within their budget. Is there is an opportunity to do business, or not?
If you have a viable solution to the buyer’s problems and desires; then, there is every indication you have the sale. However, the following criteria must be met: your solution is within their budget; they are ready to buy; you are able to present to the decision maker(s); and they commit upfront to a “yes or no” answer following your presentation. If so, they are qualified and you proceed.
If not, graciously abort the sale so as to maintain a first-class relationship. Refer them if you can. If they are not qualified for your products or services, why would you want to waste any more time doing a presentation? Don’t get trapped in the buyer’s system and don’t waste their valuable time.
You are the doctor – you have qualified their pain (problem); their financial resources and their decision making power and summarized your findings. You have now qualified the buyer and can determine if there is an opportunity to do business, or not.
If the buyer is qualified, you can now prescribe a solution. That will be the topic for our next article.
Stay tuned for more sales techniques and tips on how to master the top ten characteristics of successful sales professionals.
Do you want to learn How to Execute the Disciplines of Attracting, Engaging and Empowering the “Buyer Focused” Velocity Selling System, to Up Your Bottom Line?
Go to VelocitySelling.com, take a tour, join or make an inquiry on how we can configure the training to your sales team’s needs
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