The biggest mistake we see companies make is they say “No” before they qualify an opportunity. Every time you say “no, we don’t service that,” you might be saying no to your next big client. Follow these tips to ensure you are not walking away from your next big customer.

Qualify the customer, not their problem.

How often has this happened to you? A potential customer calls and proceeds to tell you about their printer and it’s problem. The printer is a model you don’t service, so you say “I’m sorry, we don’t work on this model.” The call ends. As soon as the call ends you realize that you don’t know anything about the caller or the opportunity.

When we focus on the technology first, we fail to see the big picture. The opportunity is not the first service call; it’s the service call plus all future business. The big picture includes future service calls, maintenance agreements, ink, toner, equipment sales, etc.

You may not work on a particular model. However, this model may only represent a small percentage of the business’ printers and MFPs. Their other printers and MFPs may represent a substantial opportunity.

Ask these questions before discussing the type of equipment/problem:

1. Is this service for a home or business?
2. What’s the name of the company?
3. Where are you located?
4. Can I get a contact name?
5. Can I get a phone number?
6. Can I get an email address? (Use the email domain to research the company)
7. Do you have other printers or is this your only device?

Why should you ask these questions?

1. Your goal should be to learn as much as possible about a potential customer before you say “no.”

2. You may not book the service call, but you will have the contact’s information to pass along to your sales team. Your sales team will appreciate getting warm leads.

3. If you are going to book the service call, you will need this information anyway.

4. This call may be your one chance to do business with this customer. The opportunity may be worth contacting a 3rd party service provider to help you get your foot in the door.

Tips for working with 3rd Party Service Providers:

1. If you need to use a 3rd party service provider, let the customer know that you need to check with your technicians to make sure they can support the device. Most customers are fine with a callback as long as you don’t make them wait too long. Use this time to find a 3rd party service provider that can help your customer.

2. Establish a protocol for pursuing leads that require 3rd party help. Who will determine if a lead has long-term value or will just be a waste of time?

Leave your comments below. We would love to hear about your success stories and ways you have closed more deals.