Qualifying Prospects – Are you Pitching the Wrong Person?

Of course, it's "in poor taste" to simply ask a prospect during the first phone call if he has the money and authority to buy from you.   After all, even if someone ISN'T qualified that doesn't mean that they don't have the means to introduce you to someone who is. And most people are relatively honest and willing to help if you ask the right questions at the right time. There are several steps in Phase Two of your marketing process that can help you qualify prospects:

• You can structure your offer or "bait" to attract qualified prospects.
• Create an inexpensive, automated track within your marketing system to nurture unqualified leads who may eventually lead to a sale or referral.  (More qualified prospects get an information package in the mail, less qualified prospects get an automated email series. You're taking care of both types without racking up the budget!)
• Word your headlines and marketing materials to "politely exclude" the unqualified without being offensive.
• Add "qualifying gates" you can use in web forms, initial conversations, and other interactions with prospects. ("Free sample for Cirrus owners.  Complete this form and include your tail number below.")
• Ask indirect questions to tactfully determine resources and authority. ("Tell me about your company."  "The Director of Operations sounds like a huge job for an organization like yours - tell me more about what you do."   "Who is working with you on this decision?"  "Who else would be using this product?" )
• Ask direct questions that prospects don't mind answering at the appropriate time. ("Do you have a budget for the project?"  "Do you mind sharing that information with me so that I can make appropriate recommendations?")
• Discreetly research people and companies on the web before you invest too much.

Phase Two marketing is traditionally overlooked component of any marketing system, and is often where potential sales fall apart.  It doesn't have to be that way! We'll be talking about these items in Wednesday's video for our aviation marketing Executive Brief members. Not a member?  See your options here. } else {.