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Qualifying System

It’s important to be able to quickly qualify prospects and leads so that we can apply scarce resources and time to the highest potential opportunities. Therefore, you need to create some qualifying criteria.

On the next page is a model I’ve developed. Substitute your own criteria and ratings as appropriate. I’ve filled in the content to illustrate the usage. It’s a great idea to run every prospective client through this quickly. (Just because you only have a few leads doesn’t mean you should pursue them if they’re not potentially valuable. You’d be better off spending the time on further marketing.)

Instructions:

  1. List your ideal traits for a potential client.
  2. Rate those traits based on 10 as highest and 1 as lowest. You may
    have more than one 10 or any other number.
  3. Fill in the actual traits that your prospect possesses.
  4. Score your prospect’s actual traits against each ideal, with a 10
    being a perfect fit, and a 0 being a total mismatch.
  5. Multiply the rating times the score in each category.
  6. Add up the rated scores to get a total.
  7. Compare the total against the ideal total (all 10s in scoring) and
    come up with a percentage of the idea.
  8. Decide which percentage minimum is required for follow-up and with
    what priority and apply. I recommend nothing below 80%.

Note: If you don’t have enough information to complete the form, then do some further homework. It will be worth it.

 

Qualifying System and Template

Ideal TraitsRating
History of using consultants7
Within a day trip of my home2
Services or financial industries6
Minimum of 250 employees8
Financially strong/stable9
Buyer easily identifiable10
Ideal TraitsRatingActual
History of using consultants7Use constantly
Within a day trip of my home2Overnight trip
Services or financial industries6Mortgage lending
Minimum of 250 employees8625 people
Financially strong/stable9#3 the industry
Buyer easily identifiable10VP operations
Ideal TraitsRatingActualScore
History of using consultants7Use constantly10
Within a day trip of my home2Overnight trip0
Services or financial industries6Mortgage lending10
Minimum of 250 employees8625 people7
Financially strong/stable9#3 in industry8
Buyer easily identifiable10VP operations8
Ideal TraitsRatingActualScore R/S
History of using consultants7Use constantly1070
Within a day trip of my home2Overnight trip00
Services or financial industries6Mortgage lending1060
Minimum of 250 employees8625 people756
Financially strong/stable9#3 in industry872
Buyer easily identifiable10VP operations880
Ideal TraitsRatingActualScore R/S
History of using consultants7Use constantly1070
Within a day trip of my home2Overnight trip00
Services or financial industries6Mortgage lending1060
Minimum of 250 employees8625 people756
Financially strong/stable9#3 in industry872
Buyer easily identifiable10VP operations880
Total Rated Score:338
Total Possible Score:420
TRS %:80%

In my example, the maximum R/S possible (all scores of 10 in every category) would be 420. The actual candidate scored 338, which is 80%, or a low “B.”