CHAPTER

6

(Dis-) Qualifying Prospects

After spending a massive, thankless, and often frustrating amount of work just to secure a first conversation, one might not expect a salesperson’s call objective to be to disqualify the prospect! Remember, Predictable Prospecting is a top-of-the-funnel process designed to identify the highest-value prospects—those with a high profit potential and a high probability of becoming a customer. The time, effort, and money spent futilely pursuing unqualified prospects is better invested elsewhere.

The Predictable Prospecting approach calls for two waves of qualification (we are dropping the “dis-” going forward since the message is clear): are we a fit? (AWAF) analysis and budget, authority, need, and timing (BANT) ...

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