Qualify so your customer wants you

The biggest mistake in sales?

Making assumptions.

You think you know what the customer wants. You jump straight to a solution. You create a quote before you've qualified.

And then you offer a Ferrari, while they actually need a Passat.

I see it happen all the time. A good conversation, a quote request. We rush to the office to work day and night on a mega presentation outlining all our strengths and use cases.

You are an expert consultant who, after one conversation, thinks: "I understand the problem, let me quickly make a proposal."

Without truly understanding the client's needs. Without knowing who's involved. Without checking what's actually feasible. Or even whether there's any funding at all.

The result? The deal falls through. Or worse: you offer an unsuitable solution. Then the classic sales nightmare begins: the customer goes to the competition, or purchasing is used to "get the Ferrari for the price of the Passat."

So you brought this about! Qualifying isn't about checking what the customer says they want. It's about challenging them!

Lovingly and sincerely challenge as if you were a scrutinizing colleague who helps determine:

1. What is really needed from all the plans: "You talk so much about the roadmap, but what is the priority?"

2. What is feasible given the past, organization, and budget: "Didn't you try this yourselves? What were the results?"

3. What makes you the ideal partner: "What appeals to you in our conversations so far?"

Point 1 usually works. Point 2 requires a genuine willingness to empathize with the customer. Point 3...?! This is where you truly connect with your customer.

This is "reverse selling" where you ask the customer to name the benefits of you, your team, and your working methods.

If you do this correctly, you'll save time, receive buying signals, and avoid having to create quotes. You will, however, need to send order confirmations.