Qualified prospects are potential customers who have shown interest and have the ability to authorize a purchase. Salespeople must identify influencers and saboteurs, and demonstrate the benefits of the product to close the sale. New customers can provide leads for others.
In sales circles, qualified prospects are prospects who have shown an interest in a good or service and have the ability to authorize the purchase. There is a wide range of ideas among salespeople about when a sales lead becomes a prospect and when that prospect is considered qualified. Some approaches dictate that the qualification aspect occur while the prospect is still considered a lead, with qualification actually paving the way for designating the lead as a prospect.
When this qualification process takes place at the prospect level of the sales cycle, it usually means that several events have occurred. First, the salesperson has determined that the potential customer has a need or desire for the products offered for sale. Second, the potential customer has expressed some interest in the products, with that interest ranging from wanting to know more general information about the product to discussing possible ways in which the product would be beneficial if chosen over other similar products. Finally, it was established that the qualified prospect is involved in the decision-making process with regard to the purchase. The prospect may have direct purchasing authority or be known as an influencer, someone who can convince the buying center to commit to the purchase.
When working with qualified prospects, salespeople must also be aware of the presence of those who could influence the buyer not to make the purchase. Individuals of this type, sometimes referred to as saboteurs, are the polar opposite of the influencer. While the influencer can be a valuable ally for the salesperson, the saboteur can sometimes present additional challenges that must be overcome in order to close the deal.
The ultimate goal of working with qualified prospects is to close the sale. Ideally, this is accomplished by helping potential customers see all the benefits of making the purchase, such as making it easier for them to complete tasks, providing a level of support that was not present with previous vendors, and generally allowing the prospect to perform more tasks efficiently. Saving money is often important to qualified prospects as well, so the seller should be able to demonstrate how the purchase saves money on the front end and can also help eliminate some overhead on the back end. For the seller, qualified prospects who move to customer status are especially important, as these new customers can often provide leads for others who may also be interested in the products the seller offers.
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