Most organizations onboard their SDR/BDRs by focusing their training around learning about their ideal customer profiles and the qualification process (read: some version of BANT). This typically involves learning how to ask the right questions around budget, authority, need, timing, etc which will help ensure you’re setting high quality appointments once you get on the phones.
And this makes sense! Why would leadership want their BDRs setting shitty appointments that AE’s then have to spend 30-60 minutes taking. It’s a lose-lose situation for everyone involved.
Problem is, while organizations teach BDRs to qualify – they fail to teach them the inverse, the importance of diqualifying leads.
Why is Disqualifying Leads Important?
So why disqualify leads?
Well, it’s simple. Your pipeline is a funnel and when you put crap in at the top, you’ll get crap out the bottom.
In more PC language, it boils down to the fact that your pipeline is only as good as the quality of leads you put in at the top of the funnel.
Thus, the process of disqualifying leads makes sure only leads with a high probability of coming out the other side as a qualified lead are put into your pipeline.
This alone will help make you far more effective and efficient with your outreach since every future call/email you make is going to a prospect/account that has a high chance of leading to a qualified opportunity for your account executive.
In essence, you’re minimizing wasted activity/energy by putting in the work upfront.
So How Do We Disqualify Leads
Personally, my process follows 4 steps.
- Check the company name in CRM and see what old outreach looks like. Not interested, unqualified, no contact, current customer, etc
- If it looks like a low quality lead, don’t bother and move on
- If it looks like a high quality lead, check Zoominfo, DiscoverOrg, etc for the correct contacts and contact information
- Call the number to ensure it is a direct line/correct extension (don’t blindly trust your databases)
- If it does lead to the right person, now you can add it to your Outreach, Salesloft, etc workflow.
Again, this is putting in the work upfront to reap the benefits later. You’re making sure that every future call/email you send is going to a prospect/account that has a high chance of leading to a qualified opportunity for your account executive. This will help make you far more effective and efficient with your time.