A sales call is more than just talking about your solution to a potential customer. It is a decisive moment to qualify for the lead. A watershed – for good and for bad. That’s why it’s important to know how to evaluate your connections and know what points you can improve.
You hang up the phone… A 20-minute call is now registered in your system.
It was an important lead, which showed interest in a large purchase and will help you reach your goal for the month.
The next sales call is already scheduled. But hey. It was such a good connection. It would be nice to share the good news with the sellers, wouldn’t it?
Talk about your impressions, how excited you were about this possible (or probable) sale…
But wait a minute.
Before you can comment to everyone on the lead’s eligibility, you need to evaluate the call.
After all, you really want the seller to close the deal and earn you a commission.
But for that, you need to make sure that your call took place within the necessary terms.
So the big question is, are you really sure your conversation was a success?
It is an important question that needs to be answered within certain criteria.
And what are they?
Well… that’s what we’ll see from now on. What is a successful qualifying sales lead and how can you rate yours?
First of all: what is a sales call to qualify a lead?
The pre-sales stage is a strategic and extremely important moment in any company’s sales process.
Of course, not all work like that, others have technical pre-sales to match the scope of a project.
But for businesses that make sense, SDR’s mission is pretty clear.
In any sales call, you need to deliver value to the lead, understand their pain and drive them forward on their buying journey.
It is also important not to pass on to salespeople those leads that are not fit with the business simply to achieve goals and objectives and guarantee the sales commission.
If this happens, even if the sale is made, the risk of churn, later on, is quite high. And nobody wants that to happen.
But coming back. A sales call to qualify the lead is the time to didactically show how your solution can solve the potential customer’s pains and challenges.
It is time to practice active listening: listening well to the prospect’s problems and, when intervening, being didactic and consultative.
Explain how you can help him, but don’t tell him everything. This part will be left to the seller who, in his sales statement, will go into the main details.
Qualification is part of good management.
Within correct sales management, the seller sells and the SDR qualifies.
Having salespeople doing both functions distracts them from the main function, gives them less time to negotiate, and thus limits the growth of your business.
A professional dedicated only to make a qualifying sales call will bring the right expertise and direction to your business.
Even more so when he manages calls from within CRM, with an integrated webphone.
It is something extremely important and will be decisive in your mission to assess whether your calls are being positive or not.
After all, the calls are recorded and you can review whether your sales pitch to qualify leads is delivering the value he needs and generating the necessary customer trust.
But, calm down, let’s not rush things…
What Doesn’t Make a Qualifying Sales Call Successful
Before going into the criteria for determining whether your qualifying sales lead was a good one, we need to talk about vanity metrics.
In other words, the criteria that do not allow you to correctly evaluate your calls.
One of the most common mistakes is to think that because the conversation was friendly, the connection was positive.
You and the person on the other end of the line had a good relationship, you felt a connection, and the conversation generated great insights.
Okay, this is a good thing. Sure. Always will be.
But it is not a decisive factor in determining whether this sales call was successful and whether it will materialize into a closed deal at all.
Can this help? He can.
If the prospect likes you, the rest of the process will be easier, of course.
But you cannot simply say that the sale is guaranteed by the connection between the potential customer and the SDR.
There are a few points you need to make clear and set as a default for your other calls.
What would they be?
How do you know if your sales call to qualify leads was good?
First of all it’s important to know that every sales lead has two stages.
Second: some may be longer – after all, the customer process can be complex, and you need them to clarify, via telephone, before passing it on to the salesperson.
But, to simplify this topic and understand if your calls are being positive, let’s talk about the 2 steps we mentioned at the beginning?
- Start and middle of the call;
- End of call.
By understanding both you will have data and information to understand if you are doing a good job and what you need best.
Start and middle of the call
Most of your sales call to qualifying leads will be included in this section.
This is the time to make your presentation. Having a friendly conversation but focused on talking about business.
From listening to the potential customer’s current scenario, understanding what they are looking for, and explaining what you have to offer.
Listen and talk about how your solution fits the challenges he faces.
Anyway: it’s the moment you really assess if there’s fit. If what you sell can really help the customer.
During this stage, there are two important parts that deserve your attention:
- the quality of responses the customer is giving;
- the quality of the questions the customer is asking;
Quality in this case is more in the sense of how these questions and answers are being asked.
- the customer provides very detailed information;
- whether he answers or asks authentically (and not automatically);
- if he is willing to share information and some numbers of his business;
- if you have to fight and insist a lot to have relevant information.
From there, you can see if they are really interested in what you are offering.
If the information you are given is shallow or disinterested, perhaps the customer is not so interested in buying.
And then, it will be up to the managers to define whether customers like this will proceed to the demonstration with the seller or not.
End of call
This stage, smaller than the first one, is what will really drive the closing of the sale .
And this is where you will really have clearer conditions to assess whether your call was positive or not
Success here is based on two things:
1 – Clear and defined next steps
When you’re talking about next steps, it’s important that you’re in charge of the situation.
In other words, it is important that you clarify the next steps to be taken by the customer.
In this case, as we are talking about a qualifying sales call, the next steps could be:
- appointment schedule;
- sending an email with content;
- sales demonstration;
- sending the commercial proposal, etc.
This, of course, will depend on the process you have. There may be, after the demonstration, contact with technical pre-sales, for example, to define project scope.
The more details that are clarified here, the better.
It is necessary to align the expectations (of the customer) with the reality of the company. This avoids frustration.
And frustration at this point is something you don’t want to generate, right?
Even more because, possibly, the customer is doing the same process with the competition…
So, if the prospect has detailed all the steps in the process all the way through, it’s an important reassurance you give him to keep talking to you.
2 – Excitement to move forward
Here’s something else about sensation, not so easy to measure.
However, if the prospect is really excited about getting to know your product or service better, he or she will let it show at some point, in the same sentence.
- he is putting the next steps in the process as a priority;
- the purchase is urgent and he is ready to make them;
- the decision-maker will participate in the demonstration or whether they will be kept up to date with everything that will happen.
These are important points during the end of the sales call for lead qualification.
These are questions that will say a lot if the customer is interested in going ahead or not.
So don’t overlook it.
Can I register my sales call for qualifying as relevant?
To answer definitively, let’s recap the key points at the end of the sales call.
- Are the next steps clear and does everyone agree with them?
- The customer is excited to get to know your product or service better.
If the answer is “yes” to both questions then congratulations! Your call was indeed relevant.
What do you do?
Take advantage of your CRM integrated with webphone and, at the end of the call, positively evaluate the call according to the criteria we talked about.
These are important sales metrics and need to be carefully analyzed in your reports.
The sales process will never be 100% complete. It is essential to pay attention to the numbers and listen to your calls in order to have greater persuasiveness.
Besides, of course: not passing on leads that you don’t really want to close to the seller.
This will increase the CAC (Customer Acquisition Cost) and it will be necessary to sell more – or more expensive – to achieve greater profits.
So, how can we help you?
If you have questions about the content or want to know how to make your sales calls within CRM, talk to a consultant.
Enjoy and read two articles that will help you qualify customers smarter.
The first one brings best practices and strategies for your company in lead management.
The second talks about the importance of having a structured sales routine focused on your customer.