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Qualifying Questions

by dave147
18 replies
I keep hearing that you must ask qualifying questions when you're cold calling...
so what are the qualifying questions? for example...someone selling advertising,
web design, SEO, or mobile websites.

What are the qualifying questions?

Here's one:

1. How do you guys usually get the word out about your business?

any more?
#qualifying #questions
  • Profile picture of the author nichecloner
    You can prequalify people by knowing it they have a website, where there website ranks, if they have a mobile ready website, if they have bad reviews on the internet etc.

    Once you know these things you can easily call them and pre-sell them your services.

    For example: "I noticed that your business has a few bad reviews on the Internet, and was wondering how you feel about this as I know most businesses are not always accurately portrayed on the Internet.".. Let them answer and offer your service

    Example 2: "I was searching for local businesses on my smart phone and when I found yours, it was very difficult to view on my phone, but I did find your number eventually..:" Lead them into upgrading to a mobile site..

    You really don't need to cold call and ask questions when you take this approach.
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  • Profile picture of the author Jason Kanigan
    You need to find out:

    a) do they have a NEED for your service or product

    b) do they have the BUDGET for what you offer

    c) is their PERSONALITY a fit with yours.

    That's it. Ask all the questions you like, but those are the goals.

    Want to see how it's done? Head on over to The Greatest Telemarketing Forum on the Planet and read this.

    N00bs look for Need only, ignore or are oblivious to the other two, and get into big trouble again and again. With some experience, they go for the first two but brush off the third because they think they can "handle it"...truth is, that's the most important one of all. But I'll let you find that out for yourself.
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  • Profile picture of the author EaglePiServ
    An easy way to think about a qualifying question is to think about the qualifications any prospect must have to do business with YOU.

    In our business, a qualifying question is, "This program costs around $5,000. Is this within your budget?" The "is this within your budget" is the qualifier. If they say no, we move on. They've just disqualified themselves.

    Qualifying questions help you decide who does business with you.
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  • Profile picture of the author kenmichaels
    Originally Posted by dave147 View Post

    I keep hearing that you must ask qualifying questions when you're cold calling...
    so what are the qualifying questions? for example...someone selling advertising,
    web design, SEO, or mobile websites.

    What are the qualifying questions?

    Here's one:

    1. How do you guys usually get the word out about your business?

    any more?
    Qualifying and especially per-qualifying is a art form.

    Before you can to learn either one, you need to know your purpose
    of the qualifying questions.

    For instance;

    Is it to see if they have a need ...
    Is it to see if they can commit
    Is it as basic as finding out if they are willing to talk to you.
    Is it to find out if they have enough money to make it worth your while.
    Is it to find out ....

    and on and on.

    Answer those questions and then you know if you want to qualify
    or pre qualify, and you will have a great start on the actual
    questions needed to do either.
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    • Profile picture of the author Claude Whitacre
      All useful posts. And when calling on the phone, probably the best thing. But in person?

      Half of my qualifying questions are designed to position myself as someone they should see as an adviser, someone they should believe, and someone who's recommendations should be taken. This is the other half of qualifying.

      I also mention, as I'm asking qualifying questions, other clients.
      For example: "Has anyone ever said "I found you online"?"
      "Yes"
      "Would you like to see that number increase?"
      "Yes"
      "Starting when?"
      "Now".
      "I hear that from all my new clients. Let me get a little more information before I look at my schedule. OK?"

      See? With that little exchange, I have turned it into "I hope this guy can fit me in. He must really be in demand."

      I do things like that for about 15-30 minutes. It's important not to position yourself with every question, because it will become noticeable. if they feel like ranting, complaining, sharing a prejudice, telling a story, bragging, putting down a competitor, or confiding...this is when you want them to do it.

      But at the end of qualifying, they should;
      Be eager to pay what you are charging (Kanigan handles this nicely)
      Be eager to get started
      Be willing to accept your recommendations
      Not feel the need to shop
      Not need to ask anyone else for advice (or talk to partners)
      Want what you offer
      Believe the recommendation is custom fitted for their unique needs.

      The vast majority of sales people think that "qualifying" means that they can pay for it. It's important to know that, but qualifying can be more than just finding things out. It can also prepare the client for buying.

      This is all in my new book Claude Whitacre Is An Insecure Child, And Needs To Constantly Prove How Smart He Is...by Claude Whitacre
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  • Profile picture of the author misterme
    I should preface my answer by stating prospects call me, not the other way around.
    Of course, they still need to be qualified.

    First I ask a question that lets me ask questions.

    Then I ask questions to find what's important to them because I want to know if they're in line with what I do or not, and if they're only looking for a bargain... or if they really care about what they get.

    I only appeal to the people who really care.

    I ask questions so I can reference their answers later in getting the appointment.

    And I ask questions that bring their mind to seeing me as their best choice.

    I never ask what their budget is, because that's not usually going to get a truthful answer anyway, so I just tell them what the budget's going to be.

    I ask questions that eliminate the competition.

    I ask questions that prompt mental ownership of my services.

    It's important to ask questions, but it's actually that it's more important to make them think through their answers.
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  • Profile picture of the author dave147
    So..bearing in mind every situation is different...

    Pre-qualify...

    1. Do some research on the prospect's business

    Then offer your services to rectify and improve their business.


    Are they really qualified?

    1. Do they need your services?

    2. Can they afford it? / what is their "budget" or set the budget for them.

    3. Are they on the same page as you? / is their personality a fit with yours?

    4. Are they committed to business improvement?

    5. More qualifying questions.

    so if all goes well and they are qualified
    the next step should probably
    be to educate them (in a nice way) be an advisor...

    about why they are not getting the results they want or need?
    Why it's not working for them. What they are doing wrong.

    then...

    introduce your products or services and explain why
    your services will work for them.


    and you could bring in Robert Stover's
    copywriting ideas posted by Ewen the other day:

    http://www.warriorforum.com/offline-...0-seconds.html

    and that is to...

    be an advisor again!

    talk about the market in general
    then narrow it down...then speak about
    your product or services as the shining
    light, the ultimate solution.

    then they should...

    Be eager to pay what you are charging
    Be eager to get started
    Be willing to accept your recommendations
    Not feel the need to shop
    Not need to ask anyone else for advice (or talk to partners)
    Want what you offer
    Believe the recommendation is custom fitted for their unique needs

    THEN...push for meeting, or make sale (depending on
    situation and services/products)
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  • Profile picture of the author vndnbrgj
    As part of pre-qualifying, I need to know
    - size of the business
    - number of employees
    - type of location
    - sales volume
    - industry
    - current advertising
    - dm's name (preferrably)

    Before I even pick up the phone.
    This is also known as your target market.
    Sniper approach vs shotgun approach

    Then, I ask questions similar to what has already been said.
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  • Profile picture of the author Marvin Johnston
    Saying some of the above comments slightly differently, I tend to start with what it is that *I* like/want (not saying it of course.) Then see if the potential client/customer is someone I want to work with and can help. And that is done mostly by letting them talk but includes a bit of challenging their position to see how they react.

    I always shoot for a mutually beneficial long term relationship since I don't care for one night stands.

    Once that part is established, the rest pretty much just happens.

    Marvin
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  • Profile picture of the author umeedngo
    Banned
    [DELETED]
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    • Profile picture of the author Claude Whitacre
      Dave 147; I wouldn't leave out asking about what they are doing now, as far as advertising and online marketing.

      These are answers that will alert you to mine fields in their thinking. If their daughter built the website, and it's terrible...don't you want to know that before you say that the website designer is incompetent?

      What if you find out he loves videos? He loves being in his ads? He thinks SEO is BS? These are things that will help you navigate before you have established that;
      You are an expert. and
      He should listen to your advice.

      Have you ever lost a sale and didn't know why? The prospect was listening, and suddenly he looks at his watch and says he's busy and will get back to you? Many times it's because you stepped on a raw nerve, and didn't know it.

      Consider that my Thanksgiving gift.
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  • Profile picture of the author hayfj2
    what about....

    finding out what it is they want to achieve that they're not doing now and work out the impact or opportunity cost of them NOT doing that?

    What or who have they invested in, in the past that didnt work. Why did it not work, how much did it cost, and they dont want to repeat that again do they?

    What will happen if they dont achieve their goal/objective, what will happen?

    What's the commercial impact? What's the personal impact?

    Secret is to QUANTIFY THEIR PAIN in $$$$$/£££££ and if your solution is less than the impact of their pain or opportunity cost, it should help them come to the right decision.

    Think STING.

    SPECIFICS. This is where you identify the root of the problem. Ask them what it is
    TIME. This is where you establish how long they’ve had the problem (and work out the cost of the problem for the duration)
    IMPACT. This is where you establish the impact of the problem and what will happen if they dont fix it.
    NEEDED TO BE DONE. Here you establish what they’ve tried to do in the past and what was needed to be done, and how much they spent on trying to fix it.
    GET PERSONAL. Establish what they stand to lose personally if they cant fix it.

    Hope that gets you thinking...

    Regards


    Fraser
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  • Profile picture of the author MaxReferrals
    I heard Brian Tracy once say...

    "Get objections from your prospects. Objections equal OBJECTIVES they have.'

    Pretty simple but indeed brilliant!
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  • Profile picture of the author Bayo
    A winning qualifying question...

    "What made you decide to invest the time in us meeting today?"

    The answer is the key to identifying if that meeting, whether in person or over the phone, is going to be worth your (and their) time. Knowing this you either walk away or proceed.

    BAYO
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    • Profile picture of the author Claude Whitacre
      Fellow Citizens;

      I have got to share this with you.

      A young man called me today and asked about what to say when the prospect asks (up front) about your price. I don't do consulting really, but I speak regularly, and sometimes I get these calls. The guy sold vacuum cleaners in people's homes. So I used that as an example.

      "Wait, before you get started here, what's your price?"

      Claudius; "The maximum price I charge is $2,200. In other words, if you decide to get everything I have to offer you cannot pay more than $2,200. It better be one heck of a great machine for that much, wouldn't you say?". I'm not kidding, almost everyone says "It better be!"

      Now, what do you have? The price. Now you just have to show that what you are selling is worth more than the price quoted....and nothing is easier than that. And when you are done, and show that the real price is lower...you can feel the gasp of relief coming from them


      When I'm selling my Local Profit Geyser program, I get asked that at the beginning of interviews. "So how much does this cost?"

      Claudius; "If you get the most expensive program I offer, the most you can pay is $6,999 up front and $699 a month. It better be the best program in the world for that much, don't you think? But let's not get too excited. Maybe you don't need everything I offer. Let's figure out the best idea for you, and I can give you a good quote then. OK?"

      A couple of times, I've heard "Where do your prices start?". I say "They start at $----and go down from there".

      I change how I say it, but the message is always the same.

      Why is this such a great idea?
      It's far far easier to drop money, than to add money.
      Have you ever tried to negotiate by adding money to the cost? Very silly thing to do.

      The other benefit (the real huge benefit) is that now they have a dollar amount to judge by. And in almost every case, about half way through my presentation, one of them looks at me and says "You know, I thought you were nuts asking for that much money. But now I see the value".

      Why? Because the price had a chance to soak in. Now it sounds downright reasonable.


      Two important points; In the phrase "It better be the best program in the world for that much, don't you think? But let's not get too excited"

      Between the words "You think" and "But Let's" there is no pause. None at all. Because that's where they might say "No way I'm paying that much!".

      And this must be practiced. It must flow like you have said it 1,000 times.

      And you are now thinking "But Claude, They will just stop you and say "That is a ridiculous price!".

      I swear, in thousands of presentations where I've used this, I've never lost them. They may not buy...but I've never lost them at this point in the presentation. This is soooo effective, I'll sometimes introduce it without them even asking the price.


      Very very advanced Kung Fu.

      By the way, I added a related technique here.
      http://www.warriorforum.com/offline-...sense-now.html
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  • Profile picture of the author Mwind076
    Claude - you've saved my wallet (and my carpet), and now you're just showboating. I LOVE that ^^^^^^!!!!! I do a variation of it, but that just flows, so I'm assuming that since you posted it on here we are free to run with it
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Mwind076 View Post

      Claude - you've saved my wallet (and my carpet), and now you're just showboating. I LOVE that ^^^^^^!!!!! I do a variation of it, but that just flows, so I'm assuming that since you posted it on here we are free to run with it
      I would be truly honored if you did.
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  • Profile picture of the author Mwind076
    Doing a new client consult...I just shared your post with him
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