Mastering Complex B2B Sales: Qualification as a Differentiator
Is qualification and art or science? It is almost exclusively performed as a scientific approach to managing sales results. That said companies that outperform their competitors treat qualification much more as an art, not science. Sales qualification, especially in complex B2B scenarios, is not merely a checkbox in the sales process; it is the linchpin upon which success hinges. Sales teams and leaders must recognize that a differentiated qualification approach leveraged continuously throughout the sales journey, can make all the difference between a success and wasted time, effort and resources.
Qualifying Out: A Strategic Advantage
Qualifying out early and quickly is a logical but often unused, yet invaluable strategy. In the world of B2B sales, not every prospect is an ideal fit, and recognizing this early prevents the squandering of resources on opportunities that are unlikely to convert. Sales teams must be empowered to disqualify leads that do not align with the company's core offerings, budget constraints, or specific needs. By doing so, organizations can focus their energy and resources on prospects where there's a higher likelihood of success, leading to increased efficiency and higher conversion rates.
Typically, organizations will qualify out based on very rudimentary criteria. Generally though, once committed to an opportunity a sales team will almost never walk away once they commence pursuing the opportunity.
To improve initial opportunity qualification sales leaders need to consider how they initially qualify in or out. A small set of logical questions are not enough. Buyers buy on emotion. Questions that explore the emotional side of the buying journey are far far more important.
Continuous Qualification: A Dynamic Approach
Sales qualification is not a one-time activity (that is - we are either in or out at the beginning of the opportunity pursuit); it is a dynamic and continuous process that evolves with the prospect's needs and the changing dynamics of the engagement. Sales teams need to adapt and refine their qualification criteria as they gather more information about the prospect and their evolving requirements. By sustaining qualification efforts throughout the entire sales process, teams can stay ahead of the curve, ensuring that they remain aligned with the prospect's goals and challenges.
One might consider this purely the act of managing an opportunity as it progresses. yet most sales teams merely react to clients buying process. rather than qualifying, truly qualifying, they discuss activities and actions.
True continuous qualification answers just two simple questions (in detail and with intent):
Unless these two questions can be answered continuously, confidently and in detail the chances of success are low.
The challenge is that most sales teams, when confronted with these questions provide vague, generic and often cliche responses. Enough to give a semblance of hope. Where sales leaders, who are asking the questions, are also counting on the opportunity to hit their number. The net net, poor, less than objectively scrutinized answers leaves teams thinking they will win.
The Power of Decision Making
At its core, effective qualification empowers better choices and better decision making. Sales leaders and teams armed with comprehensive reflective insights can make informed decisions about which opportunities to pursue and how to tailor their approach. By understanding the prospect's long-term objectives, sales professionals can customize their engagement around value, risk and effort...not just product and price, creating a compelling case for their product or service.
Sales team often make decisions about which offering to position or how to meet commercial hurdles. When in fact it is value, risk and ease / speed that are the reasons clients don't choose them.
Making decisions on how to have a greater impact on the clients business outcomes with lower risk will always ensure a higher likelihood of success.
Coaching for Differentiation and Success
Qualification serves as the foundation for coaching sales teams on how to think strategically and act tactically. It provides the insights needed to create meaningful differentiation in a crowded marketplace. By understanding the prospect's unique challenges and their emotional buying state, specifically how they view each option/choice they have, sales professionals can focus their efforts on helping clients see why they are the highest value, lowest risk and easiest to do business with. This level of engagement not only enhances the likelihood of winning the deal but also builds credibility and trust with the prospect.
Sales leaders must coach to the value, risk and ease elements of the clients decision making process. These are typically ignored as often the sales team is not having the right conversations to even understand the current views of the client. Coaching, above all else, is the true art of qualification. Guiding successful sales teams to significant wins.
Conclusion
In the realm of complex B2B sales, qualification is not just a process; it is a mindset. Embracing the philosophy of qualifying out early and continuously throughout the sales journey empowers sales teams and leaders to focus their efforts where they matter most. By leveraging the power of qualification, sales professionals can make strategic decisions, better engage the right buyers to help them make a choice that favours you, and ultimately, increase their likelihood of winning deals in an increasingly competitive marketplace. Mastering the art of qualification is not just a sales tactic; it's a strategic imperative that can redefine the success trajectory of any B2B sales organization.
Qualification is confronting the hard questions. Why will they choose us and if not why not. Then taking action to address the most common shortfalls: Value, risk and ease / speed. Not product and price.