The Qualify Effect

Understand Your Buyer > How To Convert > The Qualify Effect

What is it?

The Qualify Effect occurs when we can’t simply buy something. In order to buy we need to meet a criteria and are essentially left “asking” the seller to sell to us.

Why does it work?

It works because of Reactance. When we are told we can’t do something, it spurs us on to do it. But more than that, the Qualify Effect helps to separate the serious buyers from the “tyre kickers”. It ensures that those who are serious have to make a commitment (by jumping through hoops) before they are given the opportunity to buy.

How can you use it?

Using The Qualify Effect in your sales process is simple enough to implement. Decide on your “ideal” client type and then make this clear in your sales conversations. “We typically deal with businesses of at least 5 people and a £2M turnover- can I just check your company meets that please?”

Asking in this way puts you in the upper hand and ensures that if the client doesn’t meet the criteria but wants to buy, that they are engaged as they feel like you are making special allowances for them – The Exclusive Effect.


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