How we Qualify a Lead ๐Ÿ“ž๐Ÿค”

How we Qualify a Lead ๐Ÿ“ž๐Ÿค”

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At Experiment 27, we get a lot of inquiries,
mostly because of this YouTube channel. And those inquiries usually look like,
“hey, what’s your pricing look like?” or something very generic like,
“tell me more about your services.” And in today’s video, I want to talk about
how we qualify leads and how you can potentially do the same thing. So I’ll walk you through the typical process:
somebody will fill out the chat box on our site,
we use Olark right now, or our Facebook page or our Instagram or they’ll send an email. And it will usually be something very generic
like, “tell me more about your services.” 100% of the time, I’m going to loop in Austin
Mullins, who’s our Director of Sales. And that email usually looks like,
“hey *name*, Thanks for reaching out,
looping in Austin Mullins to help. Thanks, Alex.” From there I encourage Austin to hop on
a call with every single person and run our discovery call process. I know that sounds like a lot of extra work,
and it is, but in my experience, it’s very hard
to tell whether somebody’s going to be a qualified lead even through the research process. I’ve sold $100K apps to people
that have had a gmail account or a yahoo account and that makes talking to every lead on the
phone, as quickly as possible, the ideal process. There are some agency owners that get
too many inbound leads where it’s impossible for them to talk to every single
person. I would recommend, rather than adding a questionnaire
or a lead qualification process to their site to screen people out,
I would instead recommend hiring a junior person who is good on the phone,
even if you are going to have that qualification questionnaire,
to just walk them through that questionnaire step by step
because you don’t want to lose the clients. The way I think about it is:
I try to get inside the clients shoes. So when they are reaching out to an agency
or they are trying to buy software or they are reaching out to any service, at
least what I do; and what I found that a lot of people do is:
they will search “top app development companies, New York City”
or “best CRM software” And then they will click 3 or 4 of them,
and if it’s at the enterprise level, they will fill out the contact forms for 3
or 4 of these different softwares;
similar to our video about, “how we bought a deep-clean.” It is that same process for hiring businesses. If you get back right away with,
“hey, let’s hop on a call” or even better, you call the person as soon
as they put their phone number in within 5 minutes,
you are so much more likely to get them to buy
or at least to engage with you. And if you are worried about wasting your
time, as a salesperson, talking to all of these
low value leads, the way I think about it is:
time wasters don’t exist if you as a salesperson learn something from every call. If you are not just pitching your software;
if instead you are asking discovery questions and let’s say, you are selling marketing,
you are asking about what marketing tactics they have tried in the past
and what worked and what hasn’t, how their team is structured,
what their revenue looks like; you are asking questions like that,
then, ideally, you are learning as a salesperson. Whether that conversation turns into money
or not, you are getting better and you can use
those insights on another call where it will make you money. So that’s how we qualify inbound leads. The next step is to run them through the discovery
questions. If you want to see those exact questions,
go over to We have got point by point,
every question that we ask on our call number ones. The main thing we try to do is,
diagnose the problem almost like a doctor would. For instance, instead of pitching our service
for 30 seconds upfront, we’ll instead ask them what they have done
on the marketing front in the past, and then ask them questions
that will lead to answers in a proposal. So, for instance, if I ask them,
“what marketing channels have you tried in the past?” And they say they have been doing SEO for
the last 2 years and haven’t had any success with it;
I could say something like, “that’s really interesting. I have talked to a lot of agency owners
that have also tried SEO and they just find it so hard to rank. It is because the keywords are still competitive. It can work, however. The thing that I found works better is
going where the clients already are. So getting ranked highly on directories like
‘’ or any of the other directories that show
up if you search “top app developers, New York
City” The other thing that works is getting on other
people’s podcasts and pitching guest posts
rather than doing a link building strategy. Because if you get your guest posts featured
on a blog where there are actual readers,
not only will you get that normal backlink but you will also engage the potential customers
that are there.” And that’s the kind of answer that
we are giving on the sales call. And then I will ask the next question in the
discovery process. So it really is a back-and-forth thing. Then those calls end with a clause. That close is usually,
“I would love to put a proposal together. How does next Wednesday at 2:00pm work to
go through it?” And if they are qualified,
at that point they are either going to say 2:00pm works or give you another time. If they are unqualified or not interested,
they are not going to want to move forward. And usually, if they don’t move forward there,
you can ask them if they have any other questions or hesitations. The final way that we qualify is through a
thing called, price bucketing: which is how we give our
budget without giving our exact price for a project
on call number one. I can use X27 as an example
but I will also use one of our clients as an example. So for X27, we do marketing services. We’ll say, typically, our service costs
between $4,000 and $12,000 per month, with a year-long commitment. And our goal is to try and get about a 4-10times
ROI but it really depends on the client. And I will say that, $4K- $12K a month,
unless we’ve talked in depth and I can get a more specific price. Ideally, you don’t want to give a price that
wide because people will hear $4K
and then if your price is $12K, they are going to be pissed off and not respond. So if I can get a gut feel on call number
one for what it is going be, then I will say,
“typically, for this kind of engagement, based on what I’ve seen,
it is going to be about $10,000 a month. I aI am going to circle back with the team,
andin the proposal, we will have the specific pricing for you.” So if you can hit them with the exact number,
that’s way better. And it is the same for mobile applications,
marketing campaigns, social media campaigns, design, software or whatever. The more specific you can be with the price,
on that initial qualification call, the more qualified they are going to be. So for mobile applications it might be,
“based on what I have seen, this type of app goes for about $120,000. I will circle back with the team
and we will break out the features piece by piece
and come up with an exact price for you next week.” That way, you avoid a large spread like saying,
“typically, an app costs between $80,000 and $140,000,”
which means nothing to the client and pisses them off
if you come in above $80,000. And it allows them to instantly disqualify
themselves if they don’t have $100,000 in cash. If they were expecting a $2,000 app,
they are instantly out of your funnel and you don’t have to waste your time with
them anymore. Thanks for watching the video. Subscribe, if you want more B2B sales training
like this. Share this video with somebody you think
would find value, like it, comment on it, if you want. Again, if you want that discovery call script,
go over to You can have that for free. If you run any sort of business that sells
to other businesses, and you want billion dollar brands as clients;
that is what we do all day at Experiment 27. We help growing companies match with people
in the Fortune 500, large billion-dollar companies, multi multi-million dollar huge corporations. We do that using cold email and a few other
marketing tactics. Feel free to fill out our contact form over
at and Austin Mullins
or somebody on our team will be happy to talk with you. Thanks for watching, I am Alex Berman.

11 thoughts on “How we Qualify a Lead ๐Ÿ“ž๐Ÿค””

  1. Hey Alex, thanks for these videos. I want to share some of my takeaways from one of your previous videos.

    For context, I'm trying to sell to enterprises, specifically to Customer Insights teams inside large activewear/sportswear e-com stores, and I was doing LinkedIn outreaches.

    I learned from your video that you prefer to use emails over LinkedIn to sell to enterprises, so I started using emails. Using LI I had 0 replies, now with emails I had a few. It is working well and hopefully I will close my first enterprise soon! At this point, I do all the outreaches one-by-one myself so we are not scaling just yet.

    The other main takeaway was that it is ok not to say everything in one email, because if a person is interested he/she can always reply back and ask for more info. ๐Ÿš€

  2. Alex, loving the videos! I've been using a very similar process to qualify our leads when it comes to website design services. I was curious – do you have any tips for lead generation for website design agencies? I've tried lead magnets (namely free Website Design Case Studies, Whitepapers etc…) But I'm curious if there's something I'm missing….

    Anyway – thanks Alex. Looking forward to the next vid!

  3. Great value! Now if they're not qualified, how do you tell them? If you see they clearly don't have the budget, how do you cut the call ASAP but in a polite, friendly, positive way ?

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