Service fit
The company must have a plausible need for the outcome you sell and fit your market and delivery model.
QUALIFY BEFORE OUTREACH
Decide whether a B2B prospect is worth contacting before you spend the time.
Use service fit, evidence, timing, ownership and contactability to decide whether to pursue, hold or reject a prospect instead of treating every name on a list as equal.
For solo sellers and teams that want a repeatable way to prioritise research and outreach.
QUALIFICATION THAT CAN BE EXPLAINED
A useful score should tell you why the prospect passed or failed.
Do not hide weak evidence inside one number. Keep each decision gate visible so a seller can understand what needs more research.
Problem evidence
There should be an observable reason to investigate, with a source strong enough for the claim.
Decision ownership
Know which function or role likely owns the issue even if a person is not yet verified.
Unknowns and risk
Important gaps should stay visible. A prospect can be held instead of being forced into “qualified.”
CHECK THE EVIDENCE
Qualification is not a promise of conversion.
A high-quality prospect can still say no, have no budget or solve the problem internally. Qualification improves prioritisation; it does not create buyer intent.
- Pursue when fit and evidence support a useful conversation.
- Hold when the account is promising but an important fact needs research.
- Reject weak fit, stale premises or unsupported problems.
- Re-check the decision if new evidence changes the account.
A SIMPLE WORKFLOW
01
Check commercial fit
Confirm company, service, geography and buyer profile.
Confirm company, service, geography and buyer profile.
02
Check the evidence
Record the source and separate observation from hypothesis.
Record the source and separate observation from hypothesis.
03
Check ownership and contactability
Identify the likely function, person and legitimate route.
Identify the likely function, person and legitimate route.
04
Make a decision
Pursue, hold or reject and keep the reason.
Pursue, hold or reject and keep the reason.
Contact the best opportunities first.
Keep fit, evidence, timing, ownership, unknowns and the final decision together before outreach.