101个贯穿整个购买周期的销售资格评估 Sales Qualification Questions

从最基本信息到现有客户的追销，你都可以使用这101个销售问题来贯穿购买周期的各个阶段，提出一个专业且恰当的问题，是一个非常好的开端。

每一个成功的购买都是从回答问题开始的，这些问题其实你对买方进行的资格审查，因为你需要了解谁会才合适成为你的企业的客户。从基本的姓名和地址，到受BANT框架（预算、需求、权限、周期），到资格认证问题，再到关于成交和追加销售的问题，等等。

许多销售人员不愿取消潜在客户的资格，并缩减潜在客户数量。

他们的自然本能是尽可能多地利用线索，但这不是最好的方法。你的线索的质量比数量更重要。

作为一名销售人员，你最宝贵的资产是你的时间，把它花在少数几个最好的潜在客户身上比分散在几十个潜在客户身上要好得多。试图完成每一笔交易只会导致与糟糕的匹配潜在客户进入浪费时间的死胡同，而让你忽视了真正的高质量潜在买家。

一个合格的问题可以帮助销售人员确定他们的潜在客户是否符合资质。这可能是需求、预算、决策权、时间点或其他因素。

一个好的问题通常是开放式的。问一个封闭式的问题，比如“这是现在的优先选项吗?”更好的版本应该是“这个在您的业务优先级列表中的位置在哪里?”因为你没有引导潜在客户给出答案，所以他们的回答通常会更诚实、更有启发性。

建议把这101个销售资格问题，保存到你的销售武器库中，可以在你的外贸开发信和cold call中灵活使用。

01
要问自己的问题 Questions to Ask Yourself

在尝试限定一个联系人之前，通过这些问题先问问自己，你要寻找的潜在客户是什么。否则，你可能会让自己陷入不满意和高流失率的境地：

What regions will you serve and not serve?
What is the lowest you’re able to discount?
What is the ideal size of your customer?
What industries do you serve?
What are your trade-offs?
Who are your buyer personas?
开发一个虚构的理想客户版本，即所谓的 “买方角色”，可以帮助你的销售团队快速识别哪些潜在客户值得追求。
How quickly are you able to go from sale to handoff/implementation?

在早期的沟通中不要忘记询问基本信息。通常情况下，你可以通过表格收集这些信息，以便在联系人下载内容或向你的公司索取更多信息时使用。

What is your name?
What is your email address?
What is your phone number?
What is your company name?
What is your company website?
What is your company’s location?
What is your job title?
Is your company business-to-business or business-to-consumer?
Does your company offer products, services, or both?
What industry are you in?
How many employees does your company have?
How many customers does your company have?
How old is your company?
Would you like a demo/consultation?
Would you like to subscribe to our blog?
What is your social media handle?
Which of the following are you most interested in learning more about?
在你的表格上，提供一份你的公司的清单，让对方清楚地知道他们的需求和你的解决方案。

暂无

BANT的销售资格框架（预算、需求、权限、周期）涉及到销售人员在处理潜在客户时需要解决的四个主要方面。这些问题应该在你第一次发现电话中提出，并为你与潜在买家的谈判设定标准。

Do you currently have a budget allocated for this solution, or will you have to make the case for one?
What is your budget for this solution?
Is [price range] within your budget?
How much have you spent on similar solutions in the past?
What is your annual revenue?
Are you comfortable with our billing cycle? (Annually, etc.)
Would you agree to annual billing if we can provide a discount?
Would you be willing to meet us at our price if it means great service?
更好的产品往往成本更高。你可以感受到联系人对优质客户服务是否渴望，尤其是这是你公司引以为豪的东西时。

Are you the decision-maker?
If not, who is the decision-maker?
Is there anyone else in your company you’d like or need to include in these discussions?
这个问题可以尽早确定是否有上级、同事或同事需要买进这个决定。更大的团队或多个决策者意味着你可能需要从多个角度解决销售问题。
Do you anticipate any pushback from your colleagues or superiors against this solution?
Who first decided to explore the idea of this solution within your company?
What are the best times/days to follow up with you for the next steps throughout this process?

What are your biggest challenges this year?
What are your biggest priorities this year?
What has your growth been to date?
What are your business growth goals for this year?
One of the most common issues we keep hearing about [blank]. Is this an issue for you?
如果你的产品或服务成功解决了某个普遍面临但很少被解决的问题，你就可以利用这个问题作为机会让你的潜在客户了解它。
Who are your biggest competitors?
What are your company’s competitive strengths and weaknesses?
提出这个问题，看看你的产品或服务是否能增强他们的优势，帮助他们解决他们的弱点并将其转化为优势。
How much emphasis do you place on service in a package like this?

What’s prompting you to do something about this challenge/opportunity now?
How urgent is the issue?
What is your timeline for making a decision?
企业级的交易可能需要几年的时间。小型企业或个人的购买可能在一天之内发生。通过确定一个合理的谈判、成交和交接的时间周期，为自己和你的潜在客户设定适当的标准或预期。
What is your timeline for seeing results?
How long have you been facing this problem/dealing with these pain points?
How soon would you be open to installing/onboarding/delivery?

暂无

你需要了解的是你的解决方案对这具体潜在客户的具体影响，而不是了解你的产品对某一类客户的笼统的影响，这将有助于你提供更加个性化的服务和定制化的方法，从而更有可能实现销售。

What does quantitative success look like for your business?
What are your necessities from this deal should it happen?
What spillover benefits or qualitative results would you like to see from this deal?
软利益，比如更清晰的沟通、更高的效率、更小的压力，如果你能提供这些利益，就能让销售更有吸引力。
What are your normal daily tasks so I can better understand how we could help you?
How do you see your business needs changing as your company evolves?
企业一直在变化。了解联系人的需求在未来将如何转变，以便对你明白是否能持续提供支持有一个充分的了解。
Which teams/departments would be affected/would benefit from this?
Should we make a deal, who would need to be ramped up/trained on your end?
To what extent does seasonality impact your business?