资格或取消资格是作为销售代表要做的最困难的事情之一。销售人员通常会指导使用bantmethod, i.e, budget, authority, need, and timing.

The BANT method gives an overarching picture of the customer based on their budget requirements, who makes purchasing decisions for their business, their needs and pain points, and their timeline for finding a solution. While this strategy is valuable and provides prospective, it is a rather outdated method. There is still more information you can gather from your leads that these questions don’t give you that ensures you’re selling the right way and to the right people.

此外,没有哑光r how skilled you are, some leads just aren’t ready to buy yet even if you’ve compiled a full profile that says otherwise. That’s ok, they’re not ruling you out forever, but it’s important to learn how to distinguish these people from the rest so you’re not wasting your time.

Considering this, we’ve spoken to HubSpot experts in an attempt to uncover their sales qualification tips that you can use to nail down leads and close more deals.

Free Download: 101 Sales Qualification Questions [Access Now]

HubSpot销售负责人在资格和销售潜在客户方面具有丰富的经验。我们已经与他们进行了交谈,并列出了八种偏离标准方法的销售资格策略的列表。让我们介绍下面的那些。

1. Assign homework after introductory conversations.

高级频道客户经理Deanna Povec说,一项被忽视的策略正在分配家庭作业在您的对话结束时的潜在客户。她说:“如果我给他们发送视频或阅读了一篇文章,他们是否投入了足够的投资才能花10分钟来查看他们?”

As she says, if a lead takes the time to look over this information, it’s probably safe to say that they’re interested. They care about the potential value you can provide them, and they’re curious to see if the additional information will supplement what you’ve already shared with them.

2.首先要验证业务需求。

Mintis Hankerson, Senior Sales Manager, says that an overlooked sales qualification tactic is to focus on qualifying the business’ needs first. She thinks that sales representatives often focus on asking “Can you sign by x date?” when they should be asking “When do you need to see results?”

When you ask this question, the lead's response will help you understand the severity of the business need and how eager they are to obtain a solution. You can prescribe a start date and ask if the timeline is achievable, and any hesitancy will let you know that they may not be ready to commit to a solution yet. Hankerson says “If you qualify for the business need that is leading to a purchase you ensure that the prospect has the same urgency and priority level on making a purchase to solve their business pain.”

Essentially, by giving them a set start date you’re letting them know that you’re ready to proceed with next steps. If they aren’t yet ready to buy and are still in the decision stage, you’ll likely sense uncertainty on their side or they’ll simply say “No that doesn’t work for us.”

3.参考先前的对话。

As nice as it would be, deals aren’t usually closed after one single conversation with a lead. However, the length of your conversation cycle is actually a valuable tool for qualifying your leads. If you reference parts of previous conversations when speaking with prospects, you can get a sense of how they’ve retained information, what has (or hasn’t) resonated with them, and whether they’ve put additional thought into your conversation.

If they haven’t retained much, or display signs of not understanding your first conversation, it might be a clear indicator that they aren’t as serious as you are. Povec says that, when she uses this strategy, the goal is to see if they can effectively regurgitate how HubSpot can help them. If they can’t do this, Povec says “It might be a clear indicator that they are not ready yet and it might be time to part ways.”

4. Conduct pre-research.

研究前是诸如Chill Call的资格策略的对立面。与其与您从未与您联系过的潜在客户接触,也不了解任何知识,而是涉及在联系之前揭示所有可能在特定线索上获得的信息。Povec, says “Doing pre-research by asking yourself questions like ‘Does the company fit the mold of our target audience?’ If yes, I can confidently make a call and know that the conversation will be more of a discussion of how I can help their business, rather than a bit of an educational phase.”

这样做可以使您与客户进行对话,而不是从零位置向他们投入对话,而是已经知道他们的业务以及如何为他们服务。您可以为您在工作地点打电话,电子邮件或访问的潜在客户提供令人信服的案例。您已经知道,您有一些有价值的东西可以提供它们 - 更具体地说,您不会盲目投球。

Networkingis a common strategy for acting on the information you’ve collected during pre-research. It’s a form of销售拉伸,并且通常发生在销售人员参加的活动中,因为他们知道潜在客户会在那里。如果有可用的访客列表,则事先获得此信息可以帮助您为潜在的客户互动做准备。

5. Align and work with marketing teams.

While it may seem like you run two entirely different shows, the marketing team can be beneficial when it comes to qualifying your leads.

You can develop relationships with your business’ marketing team and pitch them ideas for content that would help you with your qualification process. You can tailor specific campaigns to different买家旅程的部分,因此您知道,与这些广告互动的潜在客户对您所提供的东西真的很感兴趣。营销团队也可以发起这种关系,但是无论哪种方式,与他们合作都可以帮助您获得潜在客户的资格。

Kyle Denhoff is a Marketing Manager who worked on the recent launch of the HubSpot Sales Enterprise Hub launch. When creating content that would convert leads, Denhoff says that he knew the main objective was to target sales management professionals at corporate and enterprise companies.

In order to gain a holistic understanding of who these people are, he conducted product marketing research to understand the buying process for the audience type, how this audience consumes content, interviewed internal HubSpot sales teams, and then proposed content offers that met the audience challenges.

虽然他不是一个销售团队的成员,其他e are key takeaways from his insight: Denhoff worked alongside sales to get an understanding of their processes when speaking to the target audience group (sales management) and then used the information they provided to begin creating content that met the audiences pain points. Thus, the marketing team created content that directly addressed the needs of the target audience, so sales representatives know that leads who have interacted with the content and converted are qualified leads that have something to gain from what Sales Hub Enterprise had to offer, or are at least extremely interested and qualified prospects.

6. Leverage social media.

Social media can likely be used by all teams at your organization, from customer service to sales. Like the tip mentioned above, working with your marketing teams can help you use social media as a means of prospecting. One of the strategies worth considering is calledsocial listening

Social listening is the process of monitoring your business’ social media channels, and different channels in general, for mentions of brand-related keywords, topics, or mentions of competitors. By doing this, you can create lists of those who are actively engaging in conversations about your business — these people may be future customers. You’ve pre-qualified them as potential leads, and seeing their tweets is a form of warm-outreach that gives you an understanding of who they are before you initiate further contact.

7.向客户询问他们的挫败感。

Asking customers about their pain points gives valuable information about the needs they’re hoping to get addressed. Asking customers about their frustrations provides more information than just their pain points — it gives specific insight into what is frustrating them about their current solution and the challenge they’re hoping to solve.

您可以这样考虑:客户可以告诉您,他们目前的痛苦点是他们想简化的漫长而漫长的营销过程。这是一个很好的信息,您可以轻松地将软件定位为多合一解决方案。bob电竞官方下载但是,向他们询问他们的挫败感可能会使您对困扰他们的细节,而不是总体理解。

When you delve deeper into their pain points and understand their frustrations, you’ll uncover the minute details of their current challenges. This makes it easier to qualify your leads and position your product as a solution to their specific, individual needs.

8. Get them to explain their history.

bant方法未解决的一个因素是,线索最终如何与您交谈。请求时间表可以告诉您他们如何紧急需要解决方案,这几乎就是它提供的全部解决方案。您没有了解他们以前的历史和购买决策。

Asking leads about their past actions makes it easier to qualify them as you’ll know whether they fit your buyer persona, and you can meet them at their stage of need. For example, asking the question, “Have you ever tried to solve your problem before?” gives insight into how serious their pain points are and if they have a current solution in place.

如果他们回答这个问题,并说他们从未尝试过以前解决他们的需求,那么这可能会告诉您,他们也可能正在寻找其他公司的解决方案。您不会有资格获得该领先优势,因为他们可能没有做出具体的,最终的决定。如果他们遇到了更好的解决方案,则可能不会淘汰这种潜在客户,因此您不会优先考虑培养这种关系并可能浪费时间。

但是,如果潜在客户告诉您他们以前曾尝试满足他们的需求,并且他们已经在多个不同的服务之间切换了,那么这使他们对历史的看法更加全面。他们可能需要立即解决问题,并了解他们在解决方案之间移动的原因使您可以知道他们正在寻找的特定属性以及您将在工具上出售它们的内容。

Diversify Your Qualification Strategy

All in all, the process of qualifying leads is a pillar of successful selling. Without knowing who your customers are and if they’re even likely to buy from you, it becomes impossible to create a sales strategy that is tailored to their needs.

来自HubSpot专家的这些技巧可以深入了解高质量的销售资格策略,使您能够在流程中取得成功并完成更多交易。

sales qualification

sales qualification

Originally published Jan 19, 2021 1:45:00 PM, updated January 19 2021

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