The Importance of “Disqualification”

Sales reps don’t want to disqualify leads. Even if a lead doesn’t initially look like a winner, they still want to give it their best shot. They presume they have ability to show the true value of the product, to find the need for the client and — ultimately — close the deal.

Even if they can’t close every deal, the thinking goes that the more opportunity there is in the top of the funnel, the more there will be at the bottom, leading to more revenue.

But this mindset can be devastating for company and reps alike. It means hours of wasted time chasing bad leads, which results in less time focused on each individual prospect, which means less revenue for your company. Chasing every lead means that you aren’t fully focused on making your prospective customers, or your sales team successful, successful.

Here is why it’s crucial that you start a disqualification process within your sales and marketing team, and how you can set it up to make sure everyone wins.