The qualification process has the target to reduce the number of option. If we can influence some choices during the process, we are able to drive the customer to our uniqueness.
In a world with so many options, we must put in place a process that aims to differentiate ourself from the competitors. The outcome of differentiation? Be unique and integral.
“Qualifying” means characterizing; it indicates a significant and substantial element. This element will be the decisive factor that leads a customer to buy our new product/service. Identifying this element quickly, and acting almost exclusively on it represents the cost-effectiveness of the action, which is what maximizes the result.