Separate Prospects From Suspects

The way sales pipelines are managed affects deal closure and sales forecasting.

Because of poor prospecting, your pipeline will have prospects that are actually suspects.

And these suspects aren’t ready to buy or won’t convert to customers, so reps can’t focus on the right leads.

To deal with this issue, it’s important to find suspects using sales conversations, because suspects need nurturing before being in the sales process.

So in the blog post, we will learn:

• The difference between suspects and prospects
• Questions to ask customers in sales conversations to qualify leads

Let’s get started.

Suspects and Prospects

Suspects are leads that only match potential client profiles.

But prospects are leads you know more about and have previous interactions with.

Prospects are also:

• More likely to buy than suspects
• Closer to the end of the buyer’s journey
• Can be someone working for a decision-maker, browsing the market
• Can be a decision-maker
• Someone who influences others
• Makes the final purchasing decision

And suspects:

• Can call you first, but you don’t have a history of contact with them
• Are interested in what you offer and ask questions
• Don’t give information about needs
• Don’t explain why they would purchase your product or service
• Give no buying timelines
• Don’t give information to help you guide them

But a prospect:

• Can be someone you have a record of contact with
• You know their pain points
• Give information about their situation
• Provide information to why they would purchase your service
• Give potential timelines and financial information

Differences Between Suspects and Prospects

The differences between suspects and prospects and who they relate to your business include:

Suspect:

• Matches someone that buys what you have
• Doesn’t give proprietary information or information you can’t find alone
• Engages when it’s safe and only reaches out once or twice
• Everyday employee or businessperson that doesn’t make final decisions

Prospect:

• Match ideal customer profile
• Shares personal information and situation details
• Consistently engages with you and your business to learn about your offer
• Decision maker or part of a purchasing team

Questions to Separate Prospects From Suspects

Use the following questions during conversations with potential clients to separate prospects from suspects:

Tried to solve these pain points before?

This question will help you understand why you’re having this conversation with the client and their position as a lead.

Whilst a suspect will answer no, they have issues but this is their first time in the market, so they don’t know what they need.

But a prospect has tried to find solutions but hasn’t found a product or service they’re happy with yet.

They go in-depth into reasons why their search is so far unsuccessful and help you understand about their situation.

Shared proprietary information?

A lead that shares information has confidence in your relationship and a prospect talks about how your product or service would fit their business.

Because if prospects share confidential information early in the sales call, you know they are confident with you.

Current solution?

Knowing if your lead has a solution gives insight into what they’ve tried before and it compares to your solution.

Suspects and prospects can have a solution but a suspect wont give more information about what they’re using.

But a prospect will answer your questions and give details for browsing elsewhere, like not getting results from their current service.

This information makes it easier to market your solution to their pain points.

Share a critical need?

If a lead shares an important business need:

• They are prospects
• Will tell you about their struggles
• Want your help

If a lead does not give details about their pain, they’re not confident you can provide a solution and should be qualified as a suspect.

Make sure leads don’t feel you’re trying to close them too soon.

Instead, keep them in the prospecting phase as long as needed.

And remember getting information sooner makes you close the deal faster.

Prospect’s timeline for decision?

Leads that want to buy sooner are prospects.

And you can’t make quarterly projections without knowing how soon leads will be ready to buy.

Plus working on leads that won’t close for two years is a waste of time.

And in sales your most important asset is your time, not your price.

So ask prospects for their timelines early and pass them to marketing for nurturing if they can’t decide.

Day-to-day look if not buying from you?

This question helps you know who you’re speaking to, because leads who are prospects say:

• Their day-to-day tasks are challenging
• They have hard to reach daily or weekly objectives

Because they tell you they’re serious about finding a solution, because:

• Timelines are tight
• They’ve given proprietary information

But a suspect says nothing will change and they’re just curious.

Prospect’s concept of value vs money?

You can’t simply ask prospects this question because they likely won’t know how to answer.

Instead, ask how they’ve made purchasing decisions like this in the past?

The answer leads give can include:

• The solution quality was important in past decisions
• Timeline
• Price

So understanding how leads think about problems, gives you insights into structuring proposals and increases chances of a sale.

Remember don’t wait long to ask this question, because asking during the negotiation phase means the answer will be about price.

But asking this in the prospecting phase will get you a truthful answer.

Are you the decision maker?

Knowing the answer to this question will help you qualify a lead.

So if the lead refers to other people about their company’s past decisions, they don’t make purchase decisions and are a suspect.

So only talk about costs when with a decision-maker because they will assess their needs against your solution and price.

And you can only give a good deal to decision makers who can judge metrics like price and value.

Conclusion

If leads don’t give enough information to the above questions, they aren’t ready to talk to a salesperson yet.

They have needs but aren’t ready to solve them or don’t have business difficulties because of those needs.

So talk to customers and ask questions so you know who they are to:

• Find qualified leads ready to do business
• Pass the the rest off for more nurturing

Now it’s over to you.

Tell me how you separate prospects from suspects?

Let me know in the comment section below.