The Five Questions you Need to Ask when doing Lead Qualification
How often have you received from a lead in a B2B inside sales team member that she/he has a “hot lead”? When you’re looking at the lead it’s obvious that certain information hasn’t been obtained and so the qualified lead is still non qualified. This article breaks down the questions that need to be asked and why they should be asked. A seasoned sales rep knows to never assume using this checklist the greener sales rep will learn the importance of getting the answers to the questions and start handing over truly qualified leads. If you don’t have the resources to have a seasoned inside sales member you can always call us, It’s Your Call B2B Telemarketing Services, the go to to supplement your companies staffing.
The five questions your lead qualification checklist should ask
Your checklist should be a list of all the characteristics that define your target customer. At the very least, it should include the most basic requirements for purchasing a product. Start by adding the following questions to your checklist. When evaluating a lead, you should be able to check every box off as a yes. If not, they shouldn’t be considered a qualified lead — at least not right now.
Let’s talk about why these five questions should be on your checklist, along with how you can find the answers to each.
- Is the person truly interested in what I’m selling?
Anyone who’s worked in lead generation will tell you it’s hit or miss. Sometimes, even inbound leads aren’t sincerely interested in buying your product. That’s of course why good lead generation tools are so important.
That’s because not every lead who downloads a resource on your website or views the pricing page is there to buy your product. Maybe all they want is your ebook, or maybe they are a competitor wanting to know how your pricing compares to theirs.
To find out if your lead is truly interested in what you’re selling, you’ll need to do a little digging. Gauge your lead’s level of interest by asking them the following questions. This can be done via email, phone, or your website’s built-in chat:
Are you looking to purchase a
?(If they’ve landed on your pricing page): Can I help you get started with one of our pricing plans?
(If they’ve downloaded a resource from the website): Are you interested in learning more about [resource topic]?
If your lead answers no to any of the questions above, it’s an automatic disqualification. If they don’t respond at all, consider following up via email. If you still don’t get a response after a sales followup email, it’s likely your lead is not interested and should be disqualified.
Just remember, not every prospect captured by website activity or a lead form should be pursued. Reach out to make sure they’re truly interested in buying your product. Otherwise, you’ll end up spending valuable time on leads who never should have been in the pipeline in the first place.
- Do they have a use for my product?
As a sales rep, it might seem like a no-brainer to qualify a lead who shows excitement about the idea of buying your product. But there’s a big difference between wanting a product and having a use for it.
Consumers tend to be more driven by the “want” in the early stages of their buying journey. The “do I really have a use for it” logic might not come into play until further down the road. But that is a problem for sales reps, because they could end up spending valuable time working an interested lead who ultimately decides they don’t really need your product.
Save yourself the headache by assessing whether or not your lead has a use for your product from the get-go. Start by asking your prospect the following questions:
What are your current challenges?
What are your immediate and long-term goals?
What roadblocks do you anticipate will hold you back from achieving those goals?
Once you know what your lead’s specific goals and challenges are, you can assess whether or not your product is capable of meeting those needs. From there, it’s time to talk about budget.
- Do they have enough money to buy what I’m selling?
Money can be a sensitive subject to bring up with a lead. Some people prefer to keep their finances private, and some think it’s rude to bring up at all. But the fact is, you shouldn’t pursue a lead if buying your product isn’t within their budget.
So how do you know if you can check off the “budget” box on your lead qualification checklist? Approach the topic delicately by asking the following questions:
What solution/product are you currently using? (This will give you an idea of what they’re currently spending.)
Do you feel like you’re paying a reasonable price for your current solution/product?
What is your ideal price range?
If you’re assessing the budget of a B2B lead, you can also research their business profile to estimate their budget. LinkedIn and Indeed will often list how many employees a company has, as well as its average revenue and its salary ranges. Using these figures, you can make an educated guess on whether the business is able to invest in your product or service.
- Is now the best time for them to buy what I’m selling?
This lead qualifier isn’t as black-and-white as the others on our list. That’s because timing is relative and dynamic. Just because a lead isn’t ready to purchase right now doesn’t mean they won’t be ready three months or a year from now.
For those who are ready to buy right now, mark them as qualified. If your lead is a yes to questions 1-3 but says the timing isn’t right, make a note to follow up with them. To make sure you follow up at the right time, ask them when they think they’ll be ready to purchase.
To find out if now is the best time for your lead to buy your product, ask the following questions:
Where are you in the buying journey? Are you still doing initial research, or have you started comparing prices and vendors?
Do you have any obligations coming up that might hinder your ability to buy the product?
What is your time frame? Are you looking to purchase two weeks from now? Six to eight months from now? Next year?
Stick to qualifying the leads who indicate they’re ready to purchase now or within the next month. But remember: don’t completely discount a lead just because the timing isn’t right. They may be ready to buy the next time you follow up with them.
- Are they the ultimate decision-maker?
If you work in B2B sales, you know that making a sale requires getting approval from the ultimate decision-maker at a company. But identifying if your lead is that person is not always easy.
Sometimes your lead’s job title clearly signals purchasing authority. For example, C-level executives can often make the call on whether to purchase a product. But if you aren’t sure, you can always ask the following questions to assess if your lead holds purchasing authority:
Who decides what
the company should use?Who should I speak with to discuss solutions for [problem your product solves]?
Keep in mind that B2B companies with more than 100 employees involve an average of seven people in the decision-making process. So if you’re speaking to a medium-size business, you may be directed to a group of people. Factor that into your lead qualifying questions by following up with “Is there anyone else I should speak with?” once someone is suggested.
zendesk.com/blog/ultimate-lead-qualification-checklist-just-5-questions/