I’m sitting at our outdoor table by the pool as I write this. My wife and son are cooking pancakes for brunch. Along with some ‘real’ coffee. It never ceases to amaze me how technology can connect me to you at any time of the day or night, at just about anywhere in the world………..
Anyway, on with the shoe………..
Part of the marketing process is not only attracting people to your business, but it’s about attracting the right sort of customers to your business.
If the local Porsche dealership offers a free test drive to anyone this month, they would have hundreds of takers. But that would be a waste of the dealership’s time and resources.
You see, there are a few characteristics Porsche buyers share. Chief among those would be having $200,000+ (or the finance) to spend on a car. That narrows the market down.
The next major characteristic would be a genuine desire to purchase a Porsche.
How do you qualify your customers? Are you spending too much time and effort on people who don’t really want, or aren’t in a position to buy, your service or product.
And qualifying your customers can be simple.
Ask questions. Plenty of questions. Assess their ability to pay, their desire to purchase what you are selling, etc. Just like the Porsche salesperson will do.
And if you want a living breathing example of how to qualify potential customers, wander into your nearest luxury car dealership and express an interest in taking a car for a test drive.
Now sit back and wait for the qualifying questions that will decide if you get behind the wheel or not!