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Sales Qualification: How to Improve Sales Performance

Sales Qualification: How to Improve Sales Performance

Knowing how to qualify leads is essential to close more deals and increase your success rate. Sales qualification is the process of determining whether or not a lead is ready to buy your product or service.

This process can be tricky, but it's essential to get it right to save time on leads that will never convert. This blog post will give you a crash course in sales qualification. We'll cover everything from what it is and why it's crucial to the different sales qualification frameworks.

By the end of this post, you should understand how to qualify your leads and increase your chances of making a sale.

What Is Sales Qualification?

What Is Sales Qualification

“Sales qualification is evaluating potential customers to determine if they are a good fit for your product or service. By properly qualifying leads, sales teams can focus on the most promising opportunities and increase the likelihood of closing deals.”

Logan Mallory, VP, Motivosity.

The most crucial part of sales qualification is finding the right fit for your products or services. This means you need to know which questions to ask and how to score them correctly to identify ready-for-sale leads.

Tools like Lead frameworks help you score and grade leads so you know where they fall in your sales pipeline. Using lead frameworks, you can quickly determine which leads are more likely to become customers and which ones require additional attention before you can sell them.

Finally, by asking qualifying questions, you can identify red flags early so your team can save time and resources pursuing leads interested in buying your product or service.

Why Is Sales Qualification Important?

Sales qualification is vital for several reasons:

First, it helps to ensure that the leads brought in are qualified and ready to buy. This means the sales team can focus on selling to those most likely interested in the product or service.

Second, it helps to identify which leads are worth pursuing further. Proper sales qualifications make it easier to determine whether a lead is worth investing time and resources into.

Third, it allows businesses to understand which leads represent the best opportunity. By identifying these leads early on, businesses can save valuable time and money.

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Fourth, it ensures that potential customers are honest about their needs and wants. This prevents businesses from being taken advantage of in later negotiations.

Finally, it allows businesses to qualify for more opportunities in a shorter period than possible without it. Finally, sales qualification helps businesses build trust with their customers – essential for long-term success in any business arena.

The Different Types Of Sales Qualification Frameworks

There are three main types of sales qualification frameworks: product-based, need-based, and budget-based.

  • Product-based frameworks are best suited for companies that offer a wide range of products or services. This framework focuses on the products rather than the customer's needs.
  • Need-based frameworks are best suited for companies that offer customised solutions. This is because this type of framework focuses on the customer's needs. This makes it easier for companies to identify which sales lead the best suits their products or services.
  • Budget-based frameworks are best suited for companies with few selling options. This is because this framework focuses on how much money the company has available to spend on marketing activities.

Sales Process

How To Improve Your Sales Process

Jerry Han, CMO of PrizeRebel, defines the sales process as: “taking a lead through your sales funnel to become a paying customer. The sales process involves five key steps: prospecting, lead generation, qualification, closing, and follow-up.”

Prospecting is the first step in the sales process and involves finding potential customers or clients interested in your product or service. You can do this through various methods, such as online research, networking, or cold-calling.

Lead generation is converting these prospects into leads, which are potential customers who have expressed interest in your product or service. You can do this through various means, such as online forms, landing pages, or face-to-face interactions.

Qualification is the next step in the process and involves determining whether or not a lead is ready to buy your product or service. You can do this through many criteria, such as budget, need, timeline, etc.

Closing is the final step in the sales process and involves converting a qualified lead into a paying customer by asking for their business. You can propose an offer, negotiate terms, or provide discounts/incentives.

Follow-up is an integral part of the sales process that you should pay attention to. Following up with your customers shows that you value their business and want to build a long-lasting relationship. It also allows you to upsell or cross-sell additional products and services. By staying in contact with your customers, you can ensure they are satisfied with their purchase and generate repeat business.

Qualifying Questions Examples

  • Could this product solve your business challenge?
  • Do you have a budget in mind for this project?
  • What does success look like for your company after using this product?
  • Can you see yourself using the product daily?
  • Is this product used daily by anyone on your team?
  • Can this product help you streamline some friction points in your day-to-day?
  • Who would be responsible for the purchase of this product?

Good Signs

  • Weak Excuses: helps you identify and explain solutions to the inaction
  • Specificity: gives information we can solve and that the prospect feels pain
  • Knowledge: adds to the possibility that the prospect is a decision-maker
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Red Flags

  • Disinterest: displays a lack of empathy, which could signify a person is not a decision-maker
  • Inconsistency: showcases a lack of knowledge, which is rarely the case for shot callers
  • Brief replies: similar to being inconsistent, but harder to press for information

Qualified Prospects: What are They?

Qualified Lead In Sales

Jim Pendergast, Senior Vice President, altLINE Sobanco, defines the term by explaining:

“Qualified prospects are potential customers who have been carefully evaluated and deemed a good fit for your business. These individuals or companies have a genuine need for your product or service, the ability to purchase, and the willingness to engage in the sales process. By identifying and targeting qualified prospects, sales teams can improve their chances of closing deals and achieving revenue goals.”

A qualified prospect is a lead that closely matches one of your target customer personas. They have pain points about your product or service that you can solve and are interested in learning more about your company. Qualifying leads and prospects are essential in anyone's sales process. To be effective in selling, you must get off to a good start and become knowledgeable about your potential customers.


An organisation-level prospect is a potential customer who fits a seller's criteria and is likely to be interested in what the seller offers. Salespeople frequently struggle to access critical decision-makers because a low-level buyer may say they're the only decision-makers.

However, by positioning the organisation-level prospect in your conversations, you can demand that high-level decision-makers get involved. Additionally, including solid customer testimonials can further persuade future customers that your company is worth doing business with.


An opportunity-level prospect is a qualified lead with a high probability of purchasing a product or service. This means that they have been through the necessary steps to the success of the sales funnel and are now ready to be converted into a customer. As a result, opportunities are vital to the success of any business and should be pursued accordingly.


A Stakeholder-Level Prospect is a person who has an interest in and a need for your product or service. They may be involved in your company's decision-making process and have the authority to influence others. Engaging with these stakeholders early on is vital to building relationships and gaining their trust. By doing so, you will be able to create a more efficient and positive sales process.

When to Disqualify?

You should disqualify prospects if they are not a good fit for the company's business. This can increase sales conversion rates and help the company learn more about the needs of potential customers. Additionally, strategically excluding specific prospects can help the business grow faster.

If a prospect is not a good fit for the company's business, it can increase sales conversion rates and help the company learn more about the needs of potential customers. Additionally, strategically excluding specific prospects can help the business grow faster.

Lead qualification can help sort out the good and bad prospects and can be an effective tool in weeding out unlikely customers, making the business increasingly efficient.

How Sales Qualification Increases Sales Performance

Sales quotas should be ambitious but achievable to ensure salespeople are motivated to try and meet them. A Forrester study pointed out that qualifying your leads can allow you to generate up to 50% more revenue opportunities at 33%. A standardised sales process can also help win deals consistently and generate a higher win rate.

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The best way to set achievable sales quotas is to thoroughly analyse your historical sales data. Look at the average deal size, close rate, and conversion rate to better understand your sales team's capabilities. From there, you can set quotas that are ambitious but still realistic.

Qualifying your leads is one of the most crucial steps in the sales process, as it allows you to identify hot and warm leads that are more likely to convert to a sale.

Ideally, you want to qualify your leads before handing them to a salesperson. This ensures that your salespeople only deal with the most promising leads, which will help them close more deals and increase your conversion rate.

What is Lead Qualification?

Sales and marketing professionals are always looking for new leads to pursue. Qualifying a lead is essential to the success of any sales or marketing campaign. There are many different ways to qualify for a lead, each with benefits and drawbacks.

Qualifying a lead begins with understanding what type of lead it is. There are four main types of leads:

Cold Leads

Cold sales leads are people or organisations who show no interest in your business. They may need you to educate them about your offerings and what you can do for them. Cold leads are just as they soundโ€”leads or prospects with whom you have no previous contact or relationship. You're just contacting them to see if they might be interested in doing business with you.

Warm leads

A warm lead is a qualified lead who's been through a sales nurture and is highly interested in purchasing your service. They are the most desirable leads as they generally take less time to convert into sales.

A warm lead is someone interested in your product, trusts your company, and needs a slight nudge to make the sale. Hot leads are what every business strives for because they are easier to close.

Warm leads are people or businesses whom you notice as those in periodic engagement with your company or marketing channels. These leads might be ready to purchase after some time but could be further nurtured into becoming hot leads.

Information qualified leads

IQLs are potential customers who have indicated an interest in your brand and what you offer. IQLs are the weakest lead type, but you can convert them into sales with the right marketing efforts. To convert IQLs into sales, you need to provide them with helpful information to help them make a purchasing decision.

Marketing qualified leads

A Marketing Qualified Lead is a lead the marketing team has deemed more likely to become a customer than other leads. This is because they have shown interest and intent through their actions within your marketing efforts. To be classed as an MQL, the lead must meet a set of criteria that you have set to qualify them.

Types Of Lead Qualification Frameworks

To close a sale, you must first qualify the lead. A qualified lead is a prospective customer your sales team has vetted as a good fit for your product or service. You will need to use a lead qualification framework to qualify a lead.

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A lead qualification framework is a set of criteria that you use to determine whether or not a lead is qualified. There are many lead qualification frameworks, each with its strengths and weaknesses.


Bant Qualification

The Classic BANT Framework is a framework that establishes criteria for identifying a qualified prospect. This helps to force sales and marketing to work together, which can be beneficial as it leads to a better synergy between these two departments. Furthermore, it defines when a lead is sales-ready, which can help speed up converting it into a sale.

BANT is a powerful tool to help your sales team achieve their desired results. It has been proven to increase conversion rates and improve customer engagement. Furthermore, it allows you to target the right prospects, who are more likely to buy from you if they meet your qualifications.

  • Budget – Do they have a budget for this purchase?
  • Authority – Who decides to purchase?
  • Need – Do they need to make this purchase?
  • Timing – How urgently do you need to make this purchase?

MEDDIC by Jack Napoli

Sales and marketing professionals face many challenges when qualifying potential customers. One of the most common limitations is that traditional sales models focus on only one aspect of a customer's personality โ€“ their ability to pay. You can overcome this limitation using MEDDIC, a modern sales and marketing qualification framework.

  • Metrics – What is their order average?
  • Economic Buyer – Who will make the final decision on a purchase?
  • Decision Criteria – What do they need to see to make a final decision?
  • Identify Pain – What are their priorities?
  • Champion – If it were up to him, would he buy it?

With MEDDIC, sales and marketing professionals can gain a complete picture of the customer. This includes information about their real needs and motivations, which can lead to better decisions about what products or services to offer them.

Additionally, MEDDIC is more flexible than BANT, allowing different approaches in different situations. For example, if you know your target market loves to travel but are unsure how much they'd value vacation time outside of the US, you could still qualify them using MEDDIC.

Ultimately, this greater flexibility leads to better results for sales and marketing professionals โ€“ they can close more deals and drive more revenue.


Champ Sales Marketing Framework

CHAMP stands for challenges, authority, money and prioritisation. By understanding each factor, sales and marketing professionals can better qualify a lead. You can create more effective sales pitches and proposals using CHAMP.

Challenges: Sales professionals must first understand the challenges their target customers face. For example, if you sell technology products, you may need to qualify a lead interested in buying a new computer. Understanding your target customer's challenges will help you better qualify them for your product.

Authority: Once you have identified your target customers' challenges, you need to understand their level of authority within their organisation. This will help determine how much resistance they may have when considering purchasing your product.

Money: Finally, sales professionals must understand how much their target customers can spend. Determining this information can help you create a budget for your marketing campaigns and pitches.

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Prioritisation: Another critical factor is the customer's time frame to purchase your product. Knowing when they will purchase during the year helps set priorities for your marketing efforts.

Lastly, it is essential to remember that not all leads are created equal; some require more attention than others.


It's a methodology that sales and marketing professionals can use to tackle their business goals. GPCT provides a framework for goal setting, identifying challenges, developing plans, and tracking progress over time.

The GPCT methodology can be used by businesses of all sizes to achieve their goals. So whether you're a small business looking to expand your reach or a large corporation with multiple departments vying for resources โ€“ the GPCT methodology can help you get results.

  • Goals – What are their company's goals?
  • Plans – What are they doing to achieve their goals?
  • Challenges – What is preventing them from achieving their goals?
  • Timeline – When do they intend to get to their goals?


The ANUM lead qualification framework is a process businesses use to determine which prospects are the best sales targets. This framework prioritises authority in negotiations, which ensures you are speaking to the right person who can make decisions about purchasing your product or service. By assessing if your lead is the decision-maker, you can use your time and resources more efficiently to close deals with qualified leads.

  • Authority – Who makes the final decision?
  • Need – Do they need to make a purchase?
  • Urgency – How badly do they need to purchase?
  • Money – Do they have the funds to make a purchase?


Faint Framework Sales

FAINT is a sales and marketing framework that helps professionals qualify leads in niche industries. The FAINT framework was created to fill a gap in the traditional BANT, MEDDIC, and CHAMP sales frameworks.

These frameworks are effective at selling large-ticket items but may be less effective when selling products or services that fall into niche markets. The FAINT framework is built around six key factors that help determine whether a lead is worth pursuing.

  • Funds: Focus your efforts on who has the capacity and where the money is.
  • Authority: Look for the individuals who make the decisions
  • Interest: Generate interest when there is an opportunity to do so
  • Needs: Look for needs you can solve and stress that you are there to help and not only sell
  • Timing: Make sure there is purchase intent and a clear timeline

Differentiating Between Types Of Leads

Sales qualification is an essential step in the sales process. It helps to identify which leads are most likely to be interested in your product or service, and it helps to determine which ones will be the best candidates for a sale.

There are three main types of leads- marketing-qualified, product-qualified, and service-qualified. Each has its benefits and drawbacks. Knowing which lead is appropriate for your situation is vital to maximising your chances of closing a sale.

Lead frameworks such as BANT, CHAMP, and GCPT can help you better understand the type of lead involved in a particular sale. The sales pipeline shows you how different leads fit into the overall process.

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Red flags that indicate a lead might not be qualified include being new or inactive, having low-quality information, or being from a competing company. You should always ask sales-qualifying questions to determine if the lead is eligible for further consideration.

When selling to a business, it's essential to understand the types of leads they may be interested in. There are three main types- marketing-qualified, product-qualified, and service-qualified. Each has its benefits and drawbacks.

If your target market is product-qualified leads (those who have made an active decision to purchase), then you should focus on qualifying them based on their needs and interests.

This means gathering information about the customer's current situation (e.g., what products they're using), understanding their goals (what they hope to achieve with purchasing your product?), and tailoring your pitch accordingly.

To Wrap Up

Qualifying your leads is essential to the success of any sales or marketing campaign. There are many ways to qualify a lead, but the most crucial part is finding the right fit for your products or services. By asking qualifying questions and using lead frameworks, you can quickly determine which leads are more likely to convert, saving your team valuable time and resources.


What can I do to improve my sales performance?

Here are a few tips to improve your sales performance. First, you must develop a plan to increase your sales. Then, you must follow your plan. Next, you should be aware of your strengths and weaknesses. Finally, it would help if you worked on improving your weaknesses.

What is the difference between sales qualification and sales closing?

Sales closing is when you sell a buyer a product or service. Sales qualification is when a potential customer agrees to buy from you.

What's the biggest mistake salespeople make when qualifying leads?

Salespeople tend to focus too much on what they don't like about a buyer and need to focus more on what they like.

What are some of the things sales managers can do to help salespeople be more successful?

Sales managers can do a few things to help salespeople be more successful. They can train salespeople and help them become more qualified. They can also give them the tools they need to be successful.

What are the four Ps of selling?

The four Ps of selling are: price, product, promotion, and people. Price is how much you charge for what you sell. Product is what you sell. Promotion is how you market your product. And people are whom you sell to.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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