Don't Qualify Leads, Disqualify Them!

People ask me all the time what separates the TopThe Top 20%, however, would never think of
20% producers from the other 80%, and I tell themsending out unqualified leads and instead eliminate
it starts in the qualification stage.prospects who don't fit their strict criteria of a buyer.
The bottom line is that 80% of your competition isThe Top 20% are of the mindset to disqualify rather
trying to create a qualified lead from prospects whothan qualify and usually send out the fewest leads in
will never buy, while the Top 20% producers arethe office, but they have the highest closing rates
more interested in finding the real buyers -- not inand they make the most amount of money.
generating useless leads.For the Top 20%, part of disqualification means
And the way they do that this is by disqualifyingstopping and questioning the "red flags" they get, and
prospects rather than qualifying them.asking the tough questions about budget, real
The attitude shift here is what's so important. 80%interest, timelines, and decision processes. When they
of sales reps are desperate to "fill their pipelines," andare done with the qualification call they can tell you
will send out anybody with the pulse just so theywhy the prospect will buy, what it will take, and in
have someone to pitch later on. Companies and salesmany cases they've asked trial closes and can tell
managers train them in this way (a big waste of timeyou when the prospect will buy.
and money), and then the sales reps spend their timeIf you're sitting at your desk right now, I know you
chasing unqualified leads, getting rejected, practicingknow the difference between these two ways. And
poor sales skills, and barely getting by.now you have a choice to make: either keep chasing
It's sad, but that's how 80% of your competitionunqualified leads, or step up to the plate and learn
spend their sales careers. This leads to poor morale,how to be a Top 20% producer.
upset managers, and a lot of turn over.