A concept I stress with clients who want to predictably grow sales is “Who you target is more important than the message”.
A mediocre message to a prospect who’s likely to have the issue AND be willing to solve it will always beat a great message to someone who simply isn’t interested.
Which means spending time with people who are likely in a position to buy, using the 5 Power Disqualifiers.
I’ve broken this into a Marketing and Sales perspective (which are mirror opposites).
Marketing Perspective: Attract the Right Buyers
- WHO has the money?
Not everyone is financially qualified to buy your product or service. Target customers who have the budget to invest in a premium solution, rather than wasting time on those who can’t afford what you offer. - WHAT is their bleeding neck?
People act fast when they have a critical problem. Identify urgent pain points – issues they can’t ignore. If your offer addresses something they must fix immediately, they’ll be far more likely to engage. - WHAT offer is unique to them?
A generic offer won’t cut it. What makes your solution different, and why should your ideal customer care? Tailor your messaging to highlight how your solution is designed specifically for their industry, challenges, or goals. - WHO can say yes?
Many marketers waste time speaking to gatekeepers rather than decision-makers. Your campaigns should directly reach those who have the authority to approve a purchase, ensuring faster conversions. - WHAT are their overall plans?
A great product won’t matter if it doesn’t align with their long-term business goals. Understanding their strategy allows you to position your solution as essential to their future success.
Sales Perspective: Qualify and Close Faster
- Do they have the money?
If they can’t afford it, they can’t buy it. No amount of persuasion will change that. Qualify budget upfront to avoid chasing dead-end deals. - Do they have a bleeding neck?
A prospect who sees your solution as a “nice to have” won’t buy. Prioritize those who feel urgency and are actively looking for a fix. - Do they buy into your USP?
If they don’t believe in your unique value, they won’t move forward. Align your pitch with their needs and demonstrate why your offer is the best fit. - Do they have the ability to say yes?
Engaging the wrong person leads to wasted effort. Always confirm you’re speaking with a decision-maker who can sign off on the deal. - Does it fit their overall plans?
Even if everything else aligns, a deal won’t close if it doesn’t fit their long-term strategy. Understand their big-picture goals to position your offer effectively.
Using these five disqualifiers, you avoid chasing the wrong leads, close more deals, and create a scalable, predictable sales pipeline.
