Four steps to qualifying on the cold call

1) Make sure you have the decision-maker – After the opening of your cold call, your first question should simply be: “Are you the one who makes the buying decisions for (whatever it is you’re selling)?” Once you get an affirmative reply, find out if anyone else is involved. Ask, “And who else is involved in the decision-making process?”

2) Make sure there is a need for your product – The next step in your cold call is to make sure there is a need for your product. In addition, you are looking for ways in which you can best help the prospect.

Examples of cold calling “need” qualifying questions:

• “Joe, let me ask you: What system are you using currently for information storage and backup? You could also ask, How are you currently handling the need for (your product)?”
• “Who is your current vendor?”
• “How’s that been working out for you?”
• “What do you like best about your current situation (or vendor)?”
• “In what areas do you think I might be able to help you?”
• “What is your current time frame for making changes?”

3) Find out exactly what the prospect is looking for – A question that applies to almost any product or service is, “What’s most important to you price, bells, and whistles, or options, opportunities to upgrade?”

Here are more good questions:

• “Do you have any suggestions as to the best way for me to help you?”
• “What most concerns you about this type of product (or service)?”
• “What do you hope to achieve by evaluating how this is currently being handled?”

4) Make sure the prospect can afford your product – You now need to qualify for affordability.

Examples of cold calling “money” qualifying questions:

• “Joe, what is your annual budget for (your product)?”
• “What price range are you looking in?”
• “How much money would you have liquid and available if the right investment were to present itself today?”
• “Do you plan to mortgage most or all of the investment?”
• “Do you already have a bank you’re working with that has pre-approved you for a certain amount?”

Remember, you’ve got this!

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