Coaching
Subtitle Goes Here and Here
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Qualifying Part One
Qualifying is the process of learning whether the person you are dealing with is a serious prospect to purchase what you have available for sale.
1. Why might we want to qualify the people we are spending time with?
The best and most successful salespeople tend to be really good at qualifying prospects.
Many salespeople invest time and effort with someone who seems promising, only to discover they weren’t the real buyer— Instead, they were only gathering information for a friend.
2. How do you qualify people?
You qualify people by:
a) Observing and reading verbal and non-verbal language
Not everyone will answer your questions either directly or honestly. That means that you will have to assess what they are “saying” through their body language and other clues they may give during your interaction with them.
b) Good presentation skills
Excellent product knowledge and trust builder
Qualifying early allows you to adjust your approach and focus your time more effectively.
c) Asking good qualifying questions
The right questions can get you the answers you need.
d) Listening to the prospects answers
You must “hear” their answers to understand if they are qualified or not.
e) Getting your client involved Tell me. Show me. Involve me.
Notes don’t forget - people do
3. What are the main areas you want to qualify in?
Consider “Time, Money, Product” Anthem model but let’s make that more memorable for YOU.
Income
• It doesn’t matter how much someone wants to buy if they can’t afford it or can’t come up with the required money through friends or relatives.
• They can need or want it, but without the funds, you are simply not going to make a sale.
• Preapprovals are also very important in this market and especially with finished product
Need/ Desire
• If someone has the required income, but no need for what you are offering, what will make them buy?
• Do we have the home type they are looking for? Based on budget and timing, can we convert them on what we have available (presale vs resale).
• Example: A prospect NEEDS a two-bedroom home, but they DESIRE a two plus den which you do not have, they can still be a very strong prospect provided you show them how to best use the plan. People often buy that which they say they won’t buy. Ask Me!
Urgency
• A prospect could have the income, the need, desire or both, but if they have no urgency to buy, or you can’t create that urgency for them, you could be wasting your time and losing a sale.
• Timing is crucial. Homes are ready too soon or not soon enough.
Write it down, close the deal!
4. What do you do if you decide someone is not qualified to buy?
Treat every prospect with courtesy, but don’t spend too much time with those who aren’t ready to buy.
Provide a good overview, and depending on available time, introduce them to a team member in training. However, do NOT forget that practice is good for you too. Turn a prospect into a referral lead. A lot can happen in a prospect’s life. Not qualified today does not mean they can’t qualify tomorrow.
By being respectful, you keep the door open for them to return or share their memorable experience with others.
5. What if I make a mistake and choose not to spend time with someone who really was qualified to buy when I thought they weren’t?
If you qualify too aggressively you may end up passing on someone who IS qualified. This happens. It is a fine balance between asking the right questions and LISTENING to the answers. If you are not connecting well with a prospect, consider engaging a colleague for better chemistry. Remember, You are part of a TEAM.
Smart salespeople take notes. Great ones use them.
Qualifying Questions – Anthem Model: “Time, Money, Product” made easy for YOU.
List some qualifying questions that you might use in the following categories:
Income
Need/Desire
Urgency
Verbal and Non-Verbal Clues
List some of the verbal and non-verbal clues that you might look for in qualifying a prospect:
Even Confucius knew: the ink closes what memory forgets.
Notes
2. Recognizing Buyer Types
You can recognize buyer types by their responses to your questions and qualifying:
• By the questions they ask
• Verbal and non-verbal language
• Topics they show interest in
• Remember that appearances can be misleading
The prospect will either tell you outright what interests them and what kind of buyer they are, or they will give you some good clues. You uncover their values by asking good questions.
3. Can a Person be More Than Just One Buyer Type?
Yes. You will find that most people are a combination of buyer types, but one characteristic is typically the most dominant. Look for it.
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4. Categorize your three best prospects for your site.
Write down the name of the prospect, the buyer type you think they are and some notes about what lead you to your conclusion. Yes, you can put a combination of buyer types down for each prospect but circle the dominant buyer type.
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5. Categorize yourself.
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6. What features, benefits and attributes of your site will appeal to the different buyer types and their values?
Write out some of the features, benefits and/or attributes that you think will most appeal
Oriented Buyer
Individualist Buyer
Dollar and Cents Buyer
Health and Security Concious
Family
Prestige Buyer
Recreational Buyer
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