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 Traits     Rating   
• History of using consultants   7
• Within a day trip of my home   2
• Services or financial industries   6
• Minimum of 250 employees   8
• Financially strong/stable   9
• Buyer easily identifiable   10
Ideal Traits   Rating Actual  
• History of using consultants   7 Use constantly  
• Within a day trip of my home   2 Overnight trip  
• Services or financial industries   6 Mortgage lending  
• Minimum of 250 employees   8 625 people  
• Financially strong/stable   9 #3 the industry  
• Buyer easily identifiable   10 VP operations  
Ideal Traits   Rating Actual  
Score
   
• History of using consultants   7 Use constantly  
10
 
• Within a day trip of my home   2 Overnight trip  
0
 
• Services or financial industries   6 Mortgage lending  
10
 
• Minimum of 250 employees   8 625 people  
7
 
• Financially strong/stable   9 #3 in industry  
8
 
• Buyer easily identifiable   10 VP operations  
8
 
Ideal Traits   Rating Actual  
Score R/S
• History of using consultants   7 Use constantly  
10
 
70
• Within a day trip of my home   2 Overnight trip  
0
 
0
• Services or financial industries   6 Mortgage lending  
10
 
60
• Minimum of 250 employees   8 625 people  
7
 
56
• Financially strong/stable   9 #3 in industry  
8
 
72
• Buyer easily identifiable   10 VP operations  
8
 
80
Ideal Traits   Rating Actual  
Score R/S
• History of using consultants   7 Use constantly  
10
 
70
• Within a day trip of my home   2 Overnight trip  
0
 
0
• Services or financial industries   6 Mortgage lending  
10
 
60
• Minimum of 250 employees   8 625 people  
7
 
56
• Financially strong/stable   9 #3 in industry  
8
 
72
• Buyer easily identifiable   10 VP operations  
8
 
80
  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.”