Qualification

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What is “Qualification”?

“The product that will not sell without advertising will not sell profitably with advertising.” — Albert Lasker, former CEO of Lord & Thomas and pioneer of modern advertising

Key Points:

• Qualification is the process of determining whether or not a prospect is a good customer before they purchase from you.
• Qualification helps to avoid wasting time and energy on customers that aren’t a good fit.
• Not every customer is a good customer. Customers that require more than what they are worth, aren’t worth attracting in the first place.
• Some businesses actively encourage their customers to purchase from the competition if they are not a good fit.
• The more clearly you can define your ideal customer, the better you can screen out the customers that are not worth your effort, and the more you’ll be able to focus on your best customers.

Questions for Consideration:

• What can you do to disqualify the prospects you don’t want as quickly as possible?
• What characteristics are you looking for in your ideal customer, and how might you look for them in advance?

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