Founder of the H2H Media Group is best known as a Leading Digital Advertising Strategist and for having the highest ROI's in the industry (up to 30,973.32%). Working with A-List clients, including top thought-leaders, NYT Best Selling Authors, Top Inc 500, and fast-growth companies, he creates advertising campaigns that don’t suck and allow you to scale your business at will. Get a free copy of his bestselling book GIVE and subscribe to his newsletter at https://www.nicholaskusmich.co/
How To Speak With Only Ultra Qualified Leads (and how to sell to the unqualified ones too)
The Bottom LineRead time: 3.5 minutes. Hey Reader! Every single week I hear from Premium high-ticket business owners complaining that they are wasting time (and money) speaking with unqualified leads. I can’t help but shake my head as there is absolutely NO reason you should EVER be speaking with unqualified prospects. Let’s dive in… Key 1 - Ultra Qualification - The Magic Filter. First, never allow a prospect to schedule a sales/enrollment call unless they first fill out an application form. But here is where most people do it wrong, they ask a bunch of useless questions that are not QUALIFYING questions (just nice to know questions). Think of your application questions as the bouncers at a high-end club. If someone isn’t qualified, they get a polite “thanks, but no thanks.” This way, only the VIPs (Very Important Prospects) make it onto your calendar. Example: If your calendar is full of unqualified prospects, it’s either because your questions are too weak, or you’re not using them to sort the wheat from the chaff. Time to beef up those questions. Only the qualified make it through. Key 2 - Context is King Now, here’s a little trick: don’t just ask questions—give ‘em a reason why. It’s like when your mom used to say, “Eat your veggies because they’re good for you.” Context, people, context! Example: Instead of just “What is your website url” add a line below saying, “This allows us to do some research before our call so we are best prepared to help you with your needs”. A reason why you’re asking the question allows for more people to answer it honestly. Key 3 - The Blatant Qualification QuestionEvery application should start with a blatant YES or NO qualification question. Here’s where we get straight to the point with an “Are you my ideal prospect?” question. For me, that means someone in the info space (coaching, consulting, etc.) with a price point of at least $3,500 looking for more sales appointments.” So you ask, are you this person? Yes or No? Example: We had to specify “no local service providers” because we were getting inquiries from solar panel salespeople. Nice folks, but not our crowd. This ensures you deal with only the right people straight off the top. Key 4 - Great Staple QuestionsThere are 4-5 “staple” questions that every application should ask. Although we don’t have time to go over all of them here, one should be a version of “How bad do you want it?”. Example: A prospect who says their urgency is a 3 is like someone who hits the snooze button every morning. Not gonna cut it. Key 5 - What about NON qualified prospects? In the past, whenever there was a non-qualifed prospect I generally disqualified them and sent them to the abyss. But I had a thought, “Why would I just throw away all these leads?”. For those who don’t qualify right away, we have an intermediary phase. They get directed to a page that sets the record straight about what we expect. It’s like a polite but firm “I’m not sure if you’re ready but there is what we expect from people we work with. If after reading this you still want to chat, click through to the calendar below to find a time that works for you” Example: This page includes a video that lays out our expectations and price ranges so they know what’s up before booking a call. Strategy for Implementation
Action Steps
ConclusionBy refining your application process and adding an intermediary phase, you make sure only the best prospects get through. This saves time and boosts your chances of closing deals with the right clients. Remember, it’s all about those small tweaks that lead to big improvements. Keep rocking it! If you have any questions or need more clarity, just holler. Let’s keep making those business moves together! Cheers, PS. Since this is such a hot topic that many struggle with, I’m hosting a live virtual workshop where I will not only go over this process in depth, but also provide you with frameworks, application questions and structures, my lead scoring process, and what to do with (and how to sell) even your unqualified leads. . |
Nicholas Kusmich
Founder of the H2H Media Group is best known as a Leading Digital Advertising Strategist and for having the highest ROI's in the industry (up to 30,973.32%). Working with A-List clients, including top thought-leaders, NYT Best Selling Authors, Top Inc 500, and fast-growth companies, he creates advertising campaigns that don’t suck and allow you to scale your business at will. Get a free copy of his bestselling book GIVE and subscribe to his newsletter at https://www.nicholaskusmich.co/
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