Collaborative Qualification

Post originally published in 2014

We have written a few articles about collaborative qualification and how to select and apply the right sales qualification tools  – including SCOTSMAN and BANT. These tools are quite familiar to B2B sales and teams that focused on a considered sale.  Yet, we see some challenges:

  • As clients are self-selling on websites, they will pre-qualify (assuming they find buying content on the website). This changes the role of sales-led qualification.
  • BANT is a proven model, but  the focus is on qualification from the seller perspective, it works better to qualify OUT the opportunity rather than qualify IN the opportunity.  It does not help build a collaborative relationship with the client. It is confrontational.
  • SCOTSMAN is another great model as it offers a  nuanced approach, but it is hard to remember each of the elements in the mnemonic on the fly. Sales reps may need to pull out a cheat sheet which can be difficult in the heat of the moment. ( See our other post on BANT and Scotsman to learn more. )

So what is the right approach to sales qualification? We suggest a collaborative approach using FACT.

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Marketing and Sales

Written with contributions from Ed Funaro

As growth focused companies realize the critical synergies required across the marketing, sales and customer success functions, they are increasingly recruiting a Chief Revenue Officer (CRO) to lead the way. Yet many CROs fail without a properly defined role and an adequate onboarding process. It is vital to ensure CRO success.

A Chief Revenue Officer (CRO) is responsible for a company’s revenue streams. He/she has the ultimate accountability for driving revenue growth. The role is clearly cross functional. The CRO oversees and aligns revenue-generating departments: Marketing, Sales and Customer Success. It is a challenging role. The average tenure of a Chief Revenue officer working at the same company is incredibly brief – only about 18 months, according to an annual survey from CSO Insights.

The first 90 days are critical – Whether a company makes money rests with the CRO. Expectations are that the CRO will have about one quarter or 90 days to prove they can meet management’s expectations. As Michael Watkins points out in his top selling book The First 90 Days.

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Professional selling is senior selling. It may be a seller-doer model, as in consulting, or an expert-driven sales model for high value products and services. Professional selling is not about directing a junior team of salespeople, it is about senior people doing the selling – establishing their personal brand, actively building a network and engaging both existing relationships and new prospects with thought leadership and insights.

Clearly, LinkedIn is an established resource for professional sales. It helps senior professionals find and engage with specific prospective clients or buyers with personal 1:1 interaction, establish professional credibility and share content and resources to nurture and develop prospects. It also offers paid options to build awareness and encourage lead conversions.

So how can senior professionals take advantage of LinkedIn? You can simplify it with three steps (and a few sub-steps). 1. Develop a strategy, 2. Establish the systems you need, 3. Execute your program(s).

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Persuasive Communications

Persuasive Communications Enhances Sales and Marketing 

Persuasive Communications helps you communicate more effectively and deliver your message in a logical and persuasive manner. A very useful framework  for communicating and persuasive arguments is S-C-Q-A. At Revenue Architects, when discussing a client presentation, we often ask each other, “What is the S-C-Q-A? ”.

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