Different Qualification Criteria

Proper qualification is crucial for sales success. While many frameworks are available - from BANT and MEDDIC to CHAMP and SPICED - they all focus on key criteria that help sales teams identify the most promising leads and opportunities. Now, we explore the essential qualification criteria sales professionals should consider.

Most Common Qualification Criteria

These first four criteria - Customer Needs and Challenges, Decision-Makers, Financial Capability, and Timeline and Urgency - form the foundation of most, if not all, qualification frameworks in B2B sales. You can find them, albeit with different names and emphasis, in popular frameworks like BANT (Budget, Authority, Need, Timeline), CHAMP (Challenges, Authority, Money, Prioritisation), and ANUM (Authority, Need, Urgency, Money). While each framework might approach these differently, these four elements are consistently recognised as essential for effective qualification. So make sure to cover these items in your qualification.

Make sure to cover needs and challenges, decision makers, financial capability, and timeline in your qualification.

1. Customer Needs and Challenges

Before pursuing any opportunity, verify that your solution addresses real business problems. If there is no need for your product, there will be no deal no matter what you do.

• Identify specific pain points and challenges.
• Understand the impact of these challenges on their business.
• Evaluate how well your solution fits their needs.

Example qualifying question: "Can you help me understand the specific challenges your team is facing with [current process/solution]? How would it impact your business if these challenges aren't addressed in the next 6-12 months?"

2. Decision-Makers

Understanding who has the power to make purchasing decisions is fundamental. Sales teams must identify and engage with the right stakeholders who can decide on the purchase or considerably influence the decision-making at the bare minimum.

• Confirm your primary contact is someone who can either make or strongly influence the purchasing decision.
• Identifying all key stakeholders involved.
• Determining who controls the budget.

Example qualifying question: "Can you walk me through your company's decision-making process for technology investments like this? Who are the key stakeholders we should involve in our discussions?"

3. Financial Capability

Evaluating financial capability is crucial. It helps you avoid wasting time on prospects who can't afford your solution or whose pain does not justify investment. Discussing the budget ensures you're pursuing opportunities that can close.

• Confirm available budget allocation.
• Understand their budgeting process and cycles.
• Assess the financial impact of their current challenges.

Example qualifying question: "What is your current budget for this type of solution? What are the financial implications if this issue is not addressed?”

4. Timeline and Urgency

Understanding the prospect's timeline and sense of urgency helps to prioritise and align your sales process with their decision-making timeline. A clear timeline also indicates the prospect's commitment level and helps forecast deal closure accurately.

• Understand their implementation timeline.
• Assess the urgency of solving their challenges.
• Recognise potential timeline constraints or delays.

Example qualifying question: "How does this project align with your strategic goals for the year? What's driving your timeline for this project?"

Additional Qualification Criteria

While the four core qualification criteria discussed above form a solid foundation for basic qualification, many sales organisations implement more comprehensive frameworks, such as MEDDIC, MEDDPICC, SCOTSMAN, or SPICED. These frameworks add additional qualification criteria that can be particularly valuable when selling complex, high-value solutions or in specific industries.

The decision to use a more detailed framework often depends on factors such as solution complexity, competitors, and the number of stakeholders involved in the purchasing decision. For example, MEDDIC's emphasis on metrics and economic buyers might be crucial in some enterprise sales, while SCOTSMAN's focus on solution fit and competitive environment is better suited for other sales teams.

Some qualifying frameworks can also support the sales cycle from start to finish.

Here are some additional qualification criteria commonly found in these more comprehensive frameworks. While these listed sales methods are qualifying frameworks, they can also support the sales cycle from start to finish.

5. Competitive Landscape

Evaluating the competitive landscape helps you understand your position as a possible vendor and adapt your sales strategy accordingly. It also reveals potential obstacles and opportunities in the sales process that might not be immediately apparent. C for Competition is included in MEDDPICC and SCOTSMAN.

• Identify other solutions being evaluated.
• Understand your unique differentiators.
• Know their previous experiences with similar solutions.

Example qualifying question: "What other solutions are you currently evaluating? What made you interested in these particular options?"

6. ROI and Success Metrics

Demonstrating the suggested solutions' measurable impact and ROI helps close deals. Buyers can more easily justify the investment when vendors can align their value proposition with specific KPIs and expected business outcomes. Understanding and quantifying the potential impact helps build a compelling business case. The I (Impact) in SPICED and M (Metrics) in MEDDIC are relevant here.

• Define key performance indicators.
• Establish expected outcomes.
• Align on measurement criteria.

Example qualifying question: "How will you measure the success of this project? What specific metrics or KPIs are most important to your organisation?"

7. Decision Process

Understanding the decision-making process is crucial for successful B2B sales. This involves mapping out all the steps, stakeholders, and requirements involved in getting from initial interest to a signed contract. The P in MEDDPICC (as in Paper Process) and D (for Decision) in SPICED reflect this factor.

• Map the complete approval process and workflow.
• Identify all stakeholders involved in decision-making.
• Understand legal and procurement requirements.

Example qualifying question: "Could you walk me through your typical approval process for a purchase of this size? Who must be involved at each stage, and what documentation is required?"

8. Identify Champion

A champion within the prospect's organisation can significantly impact your success rate. A champion believes in your solution and actively advocates for it internally. They can provide valuable insights, help navigate internal politics, and keep the deal moving forward. Champion (C) is included both in MEDDIC and its more complex MEDDPICC version.

• Identify potential champions early in the sales process
• Build strong relationships with champions who understand your value proposition
• Equip champions with materials and information to advocate internally

Example qualifying question: "Who else in your organisation might benefit from this solution? Would you be comfortable introducing me to other stakeholders who could provide additional insights into your needs?"

By systematically evaluating prospects against your selected criteria and framework, sales teams can focus on the most promising opportunities and increase their win rates while reducing time spent on unqualified leads.