In our previous articles we discussed sales competencies and the importance of building relationships – the first step in the “Buyer Focused” Velocity Selling System. Now we use some of those competencies to qualify opportunities by first setting specific parameters.

This is referred to as setting the ground rules. The process eliminates surprises and both parties are able to work toward a clear future. Here are a few ground rules: be 100% honest and up front; qualify by identifying the prospects time objectives and their agenda; and deal with your biggest objections up front. You must understand it is not about you, it is about qualifying them! Remember, without prospects you have nothing, so ask questions and listen intently in order to accurately qualify the prospect.

In order to qualify, you must ask questions to uncover the prospects buying motivators. We are focusing on uncovering buying motivators, not just the organizational needs. I am referring to the personal emotions of the prospect – the real reason why people buy. 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 prospect. 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 prospect and provide you with a clear insight toward a feasible solution.

If the prospects don’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 ground rule as it pertains to qualifying any prospect.

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 prospect 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 prospects problems and desires and is it within their budget. Are you prepared to present to the decision-makers? If not, graciously abort the sale so as to maintain a first-class relationship. 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.

If you have a viable solution to the prospect’s problems and desires; then, there is every indication you have the sale. However, the following criteria must be met: it is within their budget; they are ready to buy; you are able to present to the decision maker(s); and you can commit to a “yes or no” answer following the presentation. They are qualified. Don’t think any more, just do it.

You are the doctor – you have qualified their pain (problem); their financial resources and their decision making power; and now you can prescribe a solution so they can move forward and be totally satisfied with their decision. The two emotional reasons why people buy are pain and pleasure.