Your Referral ‘Sales’ Funnel

By Daryl Logullo | October 8, 2007 | Popularity: 4% | 924 views

I just read a great article from Dave Cooke on his blog Sales Cooke. It's entitled "What Does 'Qualified' Mean?"

In it, Dave discusses qualified opportunities and qualified leads. I like Cooke's approach in this article, as it's very direct. Here's what he says…

"Interest is not a qualifier. I am very interested in buying a certain vehicle…someday. That does not mean that I am a qualified lead for that vehicle today.  In fact, I am pretty sure that when I am in the market for a new vehicle in about two years, I am going to do some research and some analysis before I am even ready to start the buying process."

Cooke makes the point that activities like agreeing to a meeting or the willingness to receive a quote, or a person saying that they might be interested in learning more are a mixed bag of qualified people.

I can't help but think that activities such as being introduced to someone… having an initial breakfast or lunch… or simply receiving a business card at a networking event… never are good qualifications for that important next step: Sending referrals to one another.

Cooke says a "qualified opportunity" is one with many characteristics, including the person having a current pain or need; the person knowing they can benefit if you can help them solve that pain or need; and whether that person is the true decision maker (who can pull the trigger and hire you.)

If any of that is missing…well, you're still at the trust-building stage. In other words, you're dating and checking each other out.

Cooke calls the person being "above" the sales funnel, "not in it."

Excellent observation.

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