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  • Brett Zalaski

Qualifying the Call ON the Call


Earlier this week we talked about qualifying the call before we even make the call. The second part of that level of qualification is qualifying that lead in the moment. As we discussed in the first article, it doesn't matter where you are in the qualification process...what matters is that you do it. If you don't spend time qualifying leads, you will waste a TON of time on leads that will just not buy from you. We need to care enough to take that time back to focus on leads that might actually buy!


Just as we attacked the first the first topic in two different ways, we will look at attacking this as a first phone call and a follow-up phone call.


First Phone Call

There are three ways to help qualify the lead...in fact, these three can also work on a second call...but are most important on the first.

  1. Seat Location: Seat location matters to people who are going to buy. Seat location does not matter to people who are not going to buy. You can kid yourself all you want, but if someone is going to buy something, they care about getting the BEST possible experience.

  2. Ownership: People who care about being a season ticket holder or partial plan holder will get over the 'too many games' objection through their ownership of the seats and connection to the club. If they don't care about that connection or ownership, then buying individual games probably makes the most amount of sense for that client. Again, you can kid yourself about this, but there NEEDS to be a connection to something more for them to move off the freedom of buying individual games.

  3. The Kiss-Off: Reps need to see 'I need to talk to my wife/husband/friend/etc.' or 'I just need to think about it...' or 'Can you send that in an email?' as objections...not positive steps in the sales process. They are a complete kiss-off 95% of the time. Your job is to suss out that positive 5% in the moment. Push back on them! What do they need to speak with their other person about? What do they need to think about? What are they going to see in an email that will help them make their decision? The more vague they are, the less interested they actually are. The more specific they are, the more interested they are in actually buying. If they are specific, trust them. If they are vague, push back on them, or, just know they are probably not going to buy.


The Follow-Up Call

This one is really straight forward. Did they do what they said they were going to do? If they did, even if you don't have your decision yet, you have a very good chance at making the sale. If they don't do what they say they're going to do? No matter how good that first call was, they've lost interest. In this moment you have to make the determination if it's time to break up with them, or to re-set the conversation and lean on them as to why they didn't do what they said they were going to do. No matter how that shakes out, you'll no exactly where you stand...positively or negatively.


There is one CRITICAL thing for you to understand if you are going to do everything above, and in the previous article, successfully...

  1. Do I care about my time? Reps who don't care about their time, or are willing to waste time to avoid actually doing their jobs, will chasechasechase. They are desperate for those sales because they spoke to them once. That's not valuing YOUR time. You need to care that the people you are speaking to might actually buy, not that they've actually just talked to you.

That's it. If you place a value on your time, you'll care enough to qualify your leads. I love the quote on the right above. Kim Garst works to help entrepreneurs market themselves. And that's what you are! You as a ticket sales rep are an entrepreneur, supported by your team. You have to see your time as money. To that, you have to place a value on it. To that, you have to care that the people that you are speaking to have a chance to buy. So qualify them!!!