The Bottom Line

Read 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.
​
So in today's issue of The Bottom Line, I’m going to break down a few key things you should add to your process to make sure you’re only speaking with the best prospects.
​
Also, see the PS as I’m hosting LIVE TRAINING where I deep dive into all of this, and today you can pay what you can (name your own price) to join. Click HERE to RSVP and Register.
​

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).
​
Spoiler alert: it’s all about asking the right 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.
​
​Action: Make a list of what you consider as qualifications of your best prospects… they make $X revenue, they have 20+ employees, they have been suffering with their problem for at least 3+ years, they have spent at least $10,000 in previous services, etc.
​
Then only add multiple choice questions that either qualify or disqualify them against your standard.

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 Question

Every 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?
Boom, that’s how you filter out the riff-raff.

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 Questions

There 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?”.
​
We gauge urgency with, “How important/urgent is it for you to get more qualified sales appointments right now?” and we give them a scale of 1 - 10. If they’re less than a 7, they’re outta here. No urgency, no sale.

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?”.
​
There are several options on what you can do with them (arbitrage the lead, downsell offer structured a very specific way, etc) but sometimes, even though they are not qualified based on their answers, they may still want to proceed in working with you.

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

1. Analyze Past Data: Look at your past sales calls and identify the common objections.
2. Define Your Ideal Prospect: Paint a picture of your perfect client and build that into your application process.
3. Test and Refine: Keep tweaking your questions to make sure they filter out the unqualified leads so all that’s left are your best ones.

Action Steps

1. Revise Your Application Questions: Make sure they’re designed to qualify prospects effectively.
2. Implement an Intermediary Phase: Direct disqualified leads to a page that sets expectations and addresses common objections.
3. Analyze and Adjust: Use feedback from your sales team to keep improving the process.

Conclusion

By 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,
​
Nicholas “Qualified Only” Kusmich

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.
​
I provide all the Google Docs needed to easily implement this on your own and there will be a LIVE Q&A to ensure you get all your questions answered.
​
This training is valued at $298.50 but today I’ll let you pay what you can (above a min suggested amount) to join.
​
If you can’t make it live, you’ll get access to the recording so no worries there.
​
Click here to register and RSVP your spot - LINK.

​
​

​

​

​

​
​
​
​
​
​
​

​
​

​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​​
​

​
​

​

​
​
​
​

​

​

​

​

​

​

​

​

​

​

​

.