How to Navigate Through the Qualifying Conversation

Is there a danger in letting them ask these questions too soon or too late? I think this gauging, whether or not the clients sees a fit, it's something you want to do really early on. And because when you navigate through the arc of the sale with somebody who is uncertain of your abilities or capabilities, that's a different experience than navigating through the sale with someone who recognizes and values your expertise. So earlier is better. But on the subject of process, how you work, that becomes more powerful.