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qualifying leads is a very important part of the sales process and we'll go into exactly why but if you are bad at qualifying leads your life as a sales manager or as a salesperson will be miserable you will not close enough deals and you will not make the Commission's that you would like to make and you will be very frustrated and you will not know why so closing our qualifying deals it is very very important the reason is and all of you probably know where the pipeline is by now the reason is that qualification happens at the top of the pipeline it essentially is the gating item that allows you do you let people in or not into your pipeline and the way I talk about is does this deal have any chance of closing and if so does it look and smell like a deal that has a higher probability of being very much like your other customers that have closed where does it look like something in particular is uniquely weird or trying about that account including their ability to pay you by the way that makes them not worth you going after essentially this is the first step of letting a company into your pipeline and if you let it get your pipeline that means you're going to allocate resources and time toward closing them including it's the salespersons time so is it worth it do they look like they will close if you wonder about your ratios on your pipeline you know how come so many deals come in to the top of my pipeline and so few come out the bottom qualification could play a large part of that I mean there are other reasons but if you poorly qualified deals that's what's gonna happen so what is dual qualification and cons that happen and well and essentially why do you do it that's more or less its saying is this a business and closable deal if it's not I should throw it out right away and not wasting more time on it why shouldn't I waste any more time on it because it will end up driving up my cost to sale which we'll get to in a second well there's a few things you should know about qualifying deals one and this is a truism across every business either see is that sales guys are terrible sales guys are my major optimistic and they will say don't worry I will figure out a way to close that deal or oh no no it's no big deal that they haven't paid a bill in six months or it's no big deal that they're hiring a new CEO next month or it's no big deal that something else is broken about that account they will always think that they can close those deals so don't let your sales guys to make that decision instead set non-negotiable rules about what a qualified deal is and you those are going to be unique for you to your business but look at the deals you've already closed and what they have in common and start the set form and the deals that you go very far along the pipeline and bomb and set the parameters around what those deals are and make your sales guys stick to it do not allow them to pursue a deal that doesn't fit your qualification metrics you're gonna have to work with your team to set those metrics but it's super important to set metrics and not let the sales guys decide for themselves because they're bad so what happens when you're good at qualifying deals when you don't let deals that will never close into the pipeline all kinds of good things happen you have better ratios because you start with a number of deals that you know how to apply a chance of closing and more importantly you have the low cost of sale when you divide the time that your sales force spent closing these deals obviously the number of deals that you closed you're going to get a lower cost per deal because you're not going to spend a bunch of time working on a deal that will never close and that's what the bad outcome is the bad outcome is you take these deals in your pipeline and you try and you try and try and you spend all this time and energy and you may visit them you may do demos you may be producing new materials and then they're never going to close before they're going to pay you because they have a financial problems so qualification leap back qualification leads to a high cost of sale you'll have frustrated sales guys maybe even more importantly because they'll spend all of their time and energy trying to close deals that never do and you'll have accounts receivable problems some of those deals will actually close I'll sign a contract but Moses never paid so remember qualification goes from the start but also has to do with getting paid that is the key step that allows them out of this general market category you do a qualified category and you have to set non-negotiable rules around them if you're bad at this it's going to be very inefficient and costly if you're good at it your ratios will look a lot better and to be more efficient organization