How To Qualify Your Target Prospects

About this video

Dan Martell teaches the Four Ps of selling for qualifying target prospects, a framework he credits in large part to Scott Sambucci of SalesQualia and his ABM Planner work with SaaS Academy clients. Better qualifying across inbound, outbound and partnerships raises sales velocity - deals times size times win rate divided by time to close. First, Problem: does the prospect know they have a problem? If not, you face a double sale, selling the problem before the solution. Second, Perception: how big do they think the problem is? Sell to painkiller buyers, not vitamin buyers who see it as nice-to-have. Third, Perspective: do they want to solve it the way your solution solves it, or do they believe it should be built another way? Grade prospects A to C on each factor rather than attacking an unranked list. Fourth, Proximity: how close are they to the pain, like heat from a stove? In complex enterprise sales the economic buyer, technical buyer, champion and user sit at different proximities, so messaging, content and ammunition to share internally must be tailored to each person’s distance from the pain.

Key takeaways

• Qualify on Problem first: if prospects are not problem-aware you are doing a double sale - selling the problem, then separately selling the solution.
• Perception separates painkiller from vitamin buyers: prioritise people who feel the problem is big and urgent, not those who see it as a nice-to-have.
• Perspective matters: a prospect who believes the problem should be solved a different way than your product solves it will be very hard to move forward.
• Proximity is distance to the pain: in complex sales, tailor language and content to each buyer’s proximity and give champions questions and ammunition for their team.
• Grade target accounts on the Four Ps instead of working an unranked list, to increase the quality, speed and size of deals in the pipeline.

Episode details: published December 2, 2019 · 8:48 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dan Martell’s own claims, shared for education — they are not typical or guaranteed.

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