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Don't Qualify Leads, Find a "Fit"

Sometimes we put in a lot of time creating relationships with prospects who seem interested in what we have to offer. We’ve “qualified” them. And we’ve also given a great presentation of our product or service. But it doesn’t go anywhere, and we just don’t understand why.

In the traditional sales approaches, we’re taught that we have to control our cold calling interactions. We’re trained that communication should be one-way, and that our first focus should be on finding out whether the prospect is “qualified” to buy.

Qualify Each Other

Begin your cold calls by focusing on your prospect’s problems. Not on your company, your products, or your product’s features – not even on the benefits of those features.

Why? Because it has to be a two-way conversation. It needs to be a mutual exploration in which both of you figure out whether you are a fit or not. In that sense, you’re really each “qualifying” the other.

“Fitting” vs. “Qualifying”

Rather than using the term “qualifying,” I’d like to talk about “determining a fit” or “seeing if we’re a match for each other.” This simple wording emphasizes the personal connection. Whereas the very term “qualifying” has a mechanical, impersonal feel to it. So what we try to do is share a relaxed conversation, rather than asking a pressure-filled series of probing questions.

Your only purpose in cold calling conversation is to make clear to them that you aren’t sure you have a match, and to assure them that you’re really okay if you don’t. Rather than grilling people with questions, you just engage them in a conversation about the truth of their situation. You’re essentially saying, “Let’s just talk and see if it’s a fit.” When you do this, you’ll learn what you need to know, naturally and comfortably, without forcing anything. And potential clients will feel more comfortable sharing the truth of their situation with you.

5 Key Elements That Determine a Fit

When prospects express an interest in solving problems or issues, it’s crucial that you stop, breathe, center yourself, and keep the focus on them. We’ve been so wired to jump right into sales presentations that we have to really guard against that. So it’s helpful to have some specifics in mind that you can focus on to help you both decide whether you have a fit. There’s nothing wrong with having an inner awareness of elements that you need to explore in determining a potential “fit.”

Most of these will come up easily and naturally in the conversation, without any need for you to probe or dig. This is because your cold call conversation is always focused on your potential client’s world. Remember, you can’t know whether it’s appropriate for you to help them until you’ve learned the truth about their situation. So here are five things to consider when you’re cold calling:

1. The problem.

Do they have a problem that your product or service solves? Are they open to the possibility of solving it, and to new ways of solving it?

2. Their priorities.

Is solving the problem one of their top five priorities? Is it a priority in terms of their company’s strategy? Is solving it something they could do or should do – or is it an absolute must?

3. Money.

Can they afford to solve the problem right now? Is it in their budget? Are they open to making a “business case” for it?

4. Time frame.

When will they be ready to start working on solving the problem?

5. Decision making.

Does the person you’re talking with have the power to make the decision to solve the problem? What is the company’s decision making process?

So the overall thing to keep in mind is that you’re talking about them, and you’re inviting both of you to explore whether there’s a fit.

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