FORGOT TO QUALIFY THE PROSPECT? YOU CAN STILL WIN THE SALE
By: Dave Clossey / T.J. Tedesco
For: High Volume Printing
Published: April, 2003

It’s human nature to take shortcuts when the going gets a little tough. We do it in every aspect of life, both personally and professionally. It’s common for salespeople to take shortcuts when qualifying prospects, especially when the going’s rough. When you’ve had a string of so-so sales calls that produced lots of “maybes”, an excited and genuinely interested prospect can make you forget to confirm that the prospect actually has final purchasing authority.

Once salespeople hear that beloved “We’re going to do this,” they’ve already moved the sale into their mental win column. Never mind that the prospect’s next sentence is “I just need to get the final OK”. Oops! This sale may be further from a slam dunk than you think, but that doesn’t mean all is lost. Here are a few steps to take to get you back in the game:

Get your foot in the (boardroom) door
So, you’ve made your pitch to the next-in-charge, who lapped it up like chocolate ice cream. They want to buy from you, and they can’t wait to go tell their boss to write the check. Your prospect tells you they will meet with the other decision-makers soon to get that final approval. Now it’s critical decision time! Do you:

A) Let your prospect get that final OK. After all, they loved your presentation. They’re convinced you’re going to help them win more business. This sale is in the bag!

Or,

B) Make sure you get the sale by getting a seat at that meeting.

The correct answer is “B”. Although it can be tempting to let your new best friend toot your horn for you, that’s not the solution – that’s the shortcut! While you’re picturing the other head honchos brimming with excitement the way your prospect did, you’re ignoring the fact that nobody can make your pitch better than you.

Getting an audience with the key business influencers is your top mission. To do that, you must make sure the prospect is on your side. They may want to do business with you badly, but that will change in an instant if you blatantly go over their head. Here’s one way to propose it:

“I understand that your whole management team makes these decisions together. You know, Ms. Prospect, we should both be at this meeting. That would allow us to answer questions from our respective areas of expertise. After all, you’re the expert on how these pieces should look, and I’m the expert on how to get them printed. As questions arise, I would like the opportunity to answer them and explain anything in detail, if need be. I think that will give you the information and assurances you need to make the right decision.”

This approach puts you and the prospect on level ground. You’re still acknowledging their value as a partner, but also making it clear that you want to deal directly with the key business influencers. Confirm with them that this is the best solution, and set up that meeting.

Now that you have a seat at their table, seize the opportunity! This sale hangs in the balance, so make the most of it. Before the meeting takes place, get more information from your prospect about the other key business influencers. Is it really a decision-by-committee, or does it inevitably rest on the owner? Are these business influencers skeptical by nature, or enthusiastic about new ideas? Getting a handle on the culture of your prospect’s business – and the personalities of everyone else in the room – lets you tailor the presentation accordingly and handle objections seamlessly.

At this point, the only thing standing between you and the sale is… you. You’ve made your presentation to your prospect; now it’s time to sell it to the real decision-makers. However, be careful not to seek the endorsement of your prospect too often. Their enthusiasm should be welcomed, but never let them do the talking for you. Along the same lines, resist the temptation to rally their support if you sense the other decision-makers aren’t biting. Setting up an “us against them” strategy is a recipe for failure.

And next time…
There’s only one reason why you should find yourself in this position: you took a shortcut and failed to present to the key business influencer. Admittedly, uncovering exactly which of your prospects has final decision-making authority is murky. However, performing due diligence on your prospects still beats making the right presentation to the wrong person. Keep a few good qualifying questions in your hip pocket, such as “Besides you, who else is involved in making buying decisions?”, or “If you’re interested in our service, what are the steps we take to make this happen?”

The idea is to find out who makes the decisions without offending the prospect. Bottom line: Taking shortcuts is a sure way to lose sales you might otherwise win. Properly qualify your prospects every time, and never make an unnecessary presentation again.

T.J. Tedesco is a “hands-on” marketing, sales, coaching and training consultant to the post press industry. He is the author of Binding, Finishing & Mailing: The Final Word, and Win Top-of-Mind Positioning, both published by GATFPress and available at Amazon.com. T.J. can be reached at (301) 294-9900 or tj@growsales.com . His website is www.growsales.com.