Optimising a sales process is not just about the conversion rate, as that is an outcome, a function of many things that come before and contribute to that outcome. The challenge is more about optimising each stage in the process that leads to a maximised conversion rate.
Over the years there have been many tools that assist the process, BANT being one of the best known. All of them in one way or another recognise a progression through a process that should be simple, but which consultants and others have overcomplicated.
The following 3 part qualification process should play a role.
Basic criteria for qualification.
Does the prospect fit the picture of your ideal customer?
Basic criteria + Fit.
Does the prospect have a need for what you have, do they have a problem you can solve better than anyone else? How compelling to them is your value proposition?
Basic criteria + Fit + Intent.
Is the prospect aware of the problem, are they searching for a solution, have they engaged with you in some way? Are they willing and able to pay for your solution? What elements will drive the timing of their decision to buy now, delay, or decide not to buy?
While this may seem too simple, often the best is also the simplest.
