Most businessmen don’t realize how frustrating it can be to chase after people who ultimately don’t want to buy after all that follow-up. So how can you quickly, easily, and accurately determine whether a lead is a qualified sales prospect?

Use my “MAD FU formula”. Don’t get me wrong. The MAD FU formula has nothing to do with anger, or any other emotion, or the 4-letter “F” word.

Rather, MAD FU stands for the 5 qualifiers that differentiate a genuine prospect from a time-waster or tire-kicker: money, authority, desire, fit, and urgency.

MAD FU says that to qualify a lead, you have to ask them questions.

These questions determine whether they have the money to afford what you are selling, the authority to buy it, and a strong desire to own it.

In addition, are they a good fit for your business? And do they have a sense of urgency?

Let’s look at how to quickly assess all 5 factors.

First, money: can the prospect afford what you are selling?

The easiest way to determine this is to ask: “Do you have a budget for this?”

Without a budget, how can they possibly buy your product or service?

If they say they do have a budget, ask: “Would you mind sharing with me what your budget is?”

Their answer tells you whether they can afford you or not.

Second, authority: can the person you are talking to write a check or purchase order?

You can determine this by asking, “Who else in your organization is responsible for making this purchase decision?”

The third factor is desire. How intense is their desire to own your product or get your service?

You can gauge their desire through the content of your conversation with them as well as tone and body language.

The best prospects have a burning desire to own your product or have you solve their problem.

The fourth factor for qualifying prospects is fit.

Are these people a good fit for your business? Is there good personal chemistry between you and them? Does your product or service best meet their needs, or in truth, would they be better off using another vendor?

The fifth and final factor is urgency: what is the prospect’s time frame for taking possession of this product or having this service performed?

The more the prospect is in a hurry, the easier the deal will be to close. But if the prospect has no sense of urgency, you may spin your wheels for months—even years—chasing after her.

The lesson? When the phone rings with a call from a potential customer, don’t get too excited.

Instead, immediately qualify the lead with MAD FU. Does the person have the money, authority, and desire to buy? Are they a good fit? Is their need immediate?

The more “yes” answers you get to the MAD FU questions, the better your chances of making the sale.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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