How Leads Are Qualified
Too many great sales leads die in the first 15 seconds. Instead of taking flight, the sales lead quickly plummets to the ground.
The biggest reason why promising sales leads fail is the sales rep’s choice of opening statements. From the moment your sales reps get on the phone with a prospect, they can either cause the premature death of the sales lead, or nurture the lead into a deeper ongoing sales relationship.
Here are three of the biggest “lead-killing” opening statements that your sales reps might be making:
- “I understand you are interested in buying (our product, service or solution).”
- “I understand you are very unhappy with your existing (vendor/solution) and are going to replace it.”
- “I understand that your existing vendor is not doing a very good job.”
The reason these statements kill sales leads is because they are not rapport-building statements, they are deal-closing questions. If the first thing you say to a prospect is, “Are you ready to buy from me?” chances are you are going to build sales resistance (without even realizing it).
If your sales reps are asking for the sale too soon and making closing statements way too early in the conversation, it will be devastating to the follow-up process and you will unwittingly drive away many sales leads that might have been interested to buy from you if your sales team had handled the process a bit more gracefully. For more about the reasons why reps often rush the follow-up process (with damaging results), read my earlier article on the 80/20 rule.
Why are these “lead-killing” opening statements so bad for your sales process?
- They assume too much. If you ask any of these questions to the prospect and the prospect answers “yes,” that means that he/she is automatically welcoming you to enter their sales cycle. But most prospects aren’t ready to move quite that fast. Don’t overstep your bounds, and don’t assume too much based on a limited amount of information. Just because you happen to have some business intelligence supplied by your lead generator does not mean you have already been selected as a preferred vendor. Slow down and be prepared to work through the process of building rapport, developing a relationship, and showing the prospect how you can help resolve their specific pain issues.
- The questions make you sound like an order taker. If the first thing a prospect hears from you on the phone is, “Are you ready to buy from me?” that tends to dissuade people from having further conversation. Moving too fast is a total turn off for most prospects. Instead of sounding like a seasoned professional who knows the prospect’s industry and is focused on helping the prospect solve a problem, asking closing questions too fast makes you sound like a telemarketer who is merely reading from a checklist. This comes off as high pressure.
Unfortunately, when prospects get turned off by presumptuous, high-pressure or overly assumptive sales calls and exit the conversation early, most sales reps are completely oblivious about the reasons why the sales lead died. Too often as a result of the above process, reps will report these leads are “unqualified.” Instead of taking a closer look at what they are doing on the phone, the reps will be quick to blame your lead “source” as not effectively qualifying leads.
You can’t be monitoring every call your reps make so watch for these kinds of entries in your CRM system:
- “Prospect said he is staying with his existing vendor for now.”
- “Prospect says…I never said (_____________).”
- “Prospect said he only requested information and is not in the market at this time.”
Read between the lines – these are defensive comments, indicating that the prospects are fending off overly aggressive, assumptive statements by the sales rep. If your sales reps are making these types of notes frequently, that is a sign that something the reps are saying on the phone is unknowingly driving away your sales leads. Once the prospect is in a defensive mode the chances of the lead advancing are very slim.
In reality, the prospect did say all of those things to your lead generator that were indicative of interest and openness to the possibility of buying. But when the first thing that the prospect hears from your sales rep are closing questions and assumptive statements, the prospect goes into “exit mode,” feeling so turned off by the rep’s tactics that they just want to end the call as soon as possible.
Instead of starting a call with closing questions, train your sales reps to warm up the call by opening with rapport-building questions:
- How did you get into the business?
- How long had you been trying to solve these issues?
- What have you tried to do to fix these issues?
- What kind of impact is this having on your day-to-day operations?
- How do you measure that?
Instead of assuming that the prospect is ready to buy, take some time to build a relationship and find out more about the prospect’s specific pain issues. Then work through the sales process to link your solutions to the prospect’s needs, demonstrate your company’s capabilities, and prove to the prospect that you can deliver a worthwhile ROI.
The first sales call is not a deal-closing opportunity – instead, it’s the first step in a longer, more profitable process. Don’t let your sales reps act like order takers. Train them to be the sophisticated sales professionals that high-value B2B sales demand.