Direct Sales Strategy: Lead Interview

February 27, 2017 | Direct Sales

from Tradeshow Basecamp™

Sales in “Five Easy Steps”

Tina Nicola, M.A.

Tina is the founder of and has been creating profitable marketing and exhibit strategies for startups, small businesses and nonprofits for over nineteen years. Her main goal is to broaden access to the techniques she has developed so anyone can benefit and improve exhibiting strategy, sales conversations and follow up.

Need a Direct Sales Strategy? Step 3: Lead Interview

You are at a direct sales event. You’ve stopped a stranger passing by with a Sales Icebreaker. You’ve introduced yourself, the company you are with and/or the product you are selling in 2-3 short sentences (the Quick Intro).

Now? It’s time to find out if the person standing in front of you is worth continuing a conversation with!

Is this a good lead? Use the Lead Interview to find out!

Remember: At a direct sales event, time is money. You want to find out as quickly as possible if a potential customer is a good lead. If they aren’t, you want to politely disengage—end the conversation.

The Lead Interview is a series of strategic questions designed to find out if the person you are speaking to is likely to buy from you (a ‘good lead’).

Training a team? Click below to learn more about:

Direct Sales Training Topics

Ask Strategic Questions During the Lead Interview

For each question you ask during the Lead Interview, you must…

  • actively listen to the potential customer’s answer
  • respond with short, relevant information about your solution or company

“Is this a good lead?”

The point of asking strategic questions is to find out if the person you are talking to is likely to buy from you. A good lead is someone who:

  • Has authority to purchase your product
  • Has a budget and purchase process compatible with yours
  • can purchase in your ideal timeline
  • Whose identity you know
  • Has no obstacles to doing business with you
  • Needs or wants your product

Remember Good Lead Criteria with the acronym ‘A-C-T-I-O-N’:

  • Authority
  • Compatibility
  • Timeline
  • Identity
  • Obstacles
  • Need

Want to train yourself or staff quickly?

Learn more about our Direct Sales Training Courses

Direct Sales Strategy includes looking for obstacles!

Yep, you want to uncover problems during the Lead Interview! Why?

If an obstacle is small but you know it is there, overcoming that obstacle will put you one step closer to a sale! However, if the obstacle is too big, it might signal that this person isn’t a good lead. In this case, you’ll want to Disengage! (Jump right to Step #5)

At a direct sales event, time is money. You can’t afford to continue conversations with someone who you have no chance of selling to now or in the near future.

From Lead Interview to Step 4: Next Steps

Once you’ve collected enough information about your potential customer during The Lead Interview, it’s time to identify and communicate Next Steps.

A Direct Sales Beginner?
The training you need…
Tradeshow Basecamp™

Our acclaimed course series, a complete program designed to help you have profitable trade shows and direct sales conversations.

Get instant access to the full course series (101, 102, 103, 104).

Be fully prepared for your next event and earn your  Certified Tradeshow Basecamp Exhibitor™ (CTBE™) today!

Training a team? Check out our For Teams course series.

A Direct Sales Beginner?The training you need...Tradeshow Basecamp™

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