When I say qualifying, here is what I mean;
The questions you ask when prospecting, to see if the prospect is a likely candidate for your service.
The questions you ask at the beginning of a presentation, that gives you all the information you want to tell you that the prospect is likely to buy. It also lets you know what specific areas to talk about, and how to customize your presentation to fit them perfectly.
Sometimes, as in phone selling, these are actually the same thing, the same questions, asked once.
But maybe it would be helpful to separate the question into;
What you ask on the phone to determine if you want an appointment, or not.
What you ask at the beginning of a presentation to help you steer your presentation.
I'll just start with the questions I ask when talking to a prospect on the phone or when speaking to them personally. This is still in the prospecting phase.
"Do you advertise?" "How?" (assume the answer is Print)
"Are your print ads reaching more people, or less people every year?" (Always Less)
"Where are they going instead?" (I may ask a few more questions. I need them to say "online")
"Do you have customers now that find you online?" (Yes)
"Would you like more of them?" (They have to say "Yes" or ask how I do it)
There's more to qualifying, of course, but there's a start. Guys?