Prospect Qualification for Breakroom Suppliers

One of the most important topics you can cover with your sales reps: the effect that a successful qualification call can have on the sales process. The impact is inimitable. Proper qualification saves the sales team time, so that labor that can be properly allocated to pursuable opportunities. This process prevents pipelines from getting filled with an abundance of unqualified, or more so underqualified, prospects that drain your sales rep’s time and energy. Imagine dialing in multiple times over to the same prospect that is estimated to have 120 employees, only to reach them and find out they actually have 22 on-site! Or making 6 calls over 3 months to Suzie, who turns out to be a “coordinator” – hardly a decision-maker.

Although certain criteria requirements vary from Operator to Operator, the importance of an effective qualification call remains constant.

On-Site Staff Size

Identifying the firm’s on-site staff size is the primary indicator of a successful qualification. Pinpoint the minimum threshold to qualify the opportunity as profitable, particularly if you are spending marketing dollars on acquisition. If the prospect has an on-site staff size that is larger than the requirement, it is worth the time to pursue. In the Coffee space, we have seen 40 – 75 as qualified to pursue. For firms that are white collar, such as professional services, marketing agencies, technology firms, a lower staff size may be acceptable since, well, they drink a lot of coffee.

In the Vending space, Operators typically set an on-site staff requirement of anywhere between 50 and 100 employees as a minimum. For micro-market services, companies typically target prospects with an on-site staff number of 100 or more and the sweet spot is usually 200+. The on-site staff number is a key determinant in the qualification process and must be uncovered in earnest, ideally in the first or second dial.

Decision-Maker Name and Position

Next, who are you trying to reach? This individual, commonly referred to as the decision-maker, should head-up decisions on the coffee and vending service. Don’t get this confused with who “handles” the service – that person is often not the same person that decides on the Vendor! Sometimes, a receptionist will deem himself or herself the decision-maker. Probe further and find out “who else besides yourself may make a decision to switch from your current vendor, only of course, if you liked what you saw.” Typically, those who hold the title of Office Manager, Human Resources Director, Facilities Manager, or roles with similar responsibilities head-up decisions on this topic. Identifying the decision maker on the first or second call is paramount to expediting the sales process towards an in-person appointment and, finally, a sale.

Take Your Shot, If You’re Given The Ball!

You’ve got a gatekeeper on the phone that’s playing ball? Let’s ask more questions! How many machines are at the prospect’s location(s)? Do they have only one floor? Do they like the variety in their vending machines? Do the machines take credit card payment? What products are carried? Do they want healthier options? How satisfied are they with the coffee there? Not all calls will result in answers to these questions with the gatekeeper, but why not ask if the receptionist is game for questions? At the very least, you want to fact-find for on-site staff size, and decision-maker name and position. Getting answers to these questions sets up your conversation with the decision-maker the right way, as someone placing an ‘in the know’ warm call, vs a cold call.

Is The Company Qualified?

At the end of a successful qualification call, you will have identified the decision maker, on-site staff size, and their current situation. With this information, the sales team is now able to pursue the right accounts that meet the set requirements. As a result of this, time and labor can be properly allocated, which will ultimately increase overall efficiency and boost profitability. The most efficient sales process starts with an effective, well-executed qualification call.

Written by Ryan Moore