The Art of ... Qualifying
by By Mike Daly -- President, CSI Creative Solutions

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If you have a tangible product, and/or if the customer is already comfortable with a question-and-answer diagnosis session, then Tactical Qualifying might easily apply. However, vacations are intangible products. They are adventures, experiences, destinations, journeys, and dreams -- more compelling and often far more complex.

Thus, I find qualifying is best done conversationally.

Qualifying this way allows you to blend both tactical and behavioral elements, while more importantly showing the client you care about him, or her, versus the sale alone. Conversational Qualifying also keeps one from the dreaded question-and-answer "diagnosis" scenario that many still feel is necessary in order to be "good at sales."

Remember, we purchase what we want from someone we trust, someone we like, and with whom we feel comfortable.

Perhaps you've heard the tip that, when you enter someone's office or home, you should look for pictures of family and use them as a means to begin a friendly dialogue. This is certainly good advice. However, I have seen many salespeople fail with its use because they were not sincere, or the timing was not appropriate, resulting in a negative start or awkward setting.

Instead, simply relax, and ask general questions that will get them talking about themselves. Steer the conversation correctly, and the person's family will enter naturally as a subject, allowing your comments about pictures in view to be appropriate and sincere.

Never forget the most important person in the room is ... the buyer.

Let's say you are meeting a doctor about a potential vacation. A good start might be "I've always been curious about this: Did you always know you were going to be a doctor? Is that what you dreamed of doing when you were a kid?"

Next, you could perhaps discuss where the medical school was that he or she attended and why he or she chose it. Then, ask whether the medical school near where the doctor grew up? This now bridges the conversation to a more personal discussion about growing up, the family, etc. These kinds of questions show your interest in that doctor as a person. That interest starts breaking down the restrictive walls of a transactional sale and the person's perception of you as a seller.

Best of all, Conversational Qualifying also allows you to subtly present you. For example, your question about how he or she came to that profession opens the door for you to share how and why you are in your profession, and it also lets you share your passion for planning travel. That leads the person to also express some feelings about travel.

Now, you are setting the stage for the sale. Next, you can use general questions, like what kind of vacation excites them. "Share with me your favorite vacation experience so far" is a good start, hopefully prompting happy memories and enthusiasm. You'll learn their likes about a destination, a type of vacation, and what he or she really enjoys doing on a vacation. It might be a soft adventure experience, fine dining, or just sleeping in, enjoying the beach and being lazy. Whatever the answers, you now have reference points and elements you can use to pinpoint a vacation that meets the customer's emotional buying interests. With this approach to qualifying, you are not only gaining insights to your customer's vacation likes and dislikes, but you are also developing a relationship. It's not what you ask -- it's how you ask that determines the results.

Then, use the answers and information you get. This step divides marginal salespeople from great salespeople. Great salespeople immediately tailor their ideas and vacation suggestions/offers to relate specifically to the information and perspective they have just gathered about the client from their conversation.

Conversational Qualifying is like dancing. Some people are better than others; however, everyone gets better with practice. Hone your techniques in leading customers skillfully where you want them to go. Whether meeting new customers or existing clients, "qualify" their interest by showing an interest in them. Encourage your clients to talk about themselves -- it will always provide you the tactical answers you want, while building the trust and comfort they need, paving the way for you to successfully close the sale.

The essence of qualifying is simply a dance within a conversation, where you are the lead.

(Please feel free to write and provide your stories and solutions for success, or any questions, situations, or challenges you've had that you'd like to see addressed here. Contact Mike at info@csicreativesolutions.com or visit www.csicreativesolutions.com and click "contact us.")