Qualifying.

That’s it.  End of post.  No, we’ll go a bit deeper.  I write this post as I sit at a Caribou Coffee right next to an actual sales interview.  It is fascinating to observe as the candidate is doing fairly well.  He is qualifying the position which is excellent.

He is falling down in that he is asking the right questions and then answering them HIMSELF.  Disappointing.

There is an elegance to strong qualifying…almost an artistry.  The questions flow in a conversational manner, the prospect is comfortable in answering and the information is gained by the salesperson.  It is enjoyable to watch from my perspective.

When you are interviewing sales candidates, it is important to watch for more than just the answers they provide.  Pay attention to their questions, their strategy in answering, their conversational approach, etc.  Even watch for candidates who are able to ask difficult questions.  Imagine them selling for your company – will your prospects buy from them.

In the end, the salesperson’s ability to qualify, a job, a prospect, a deal, is the backbone of all good selling.