This playbook provides a structured approach to qualifying leads using the CGP TCI BA framework. It is divided into three levels, each with specific questions designed to uncover the prospect's challenges, goals, plans, timeline, consequences, and budget/authority. The goal is to build trust and understand the prospect's motivations before discussing financial considerations.
Level 1: CGP (Challenges, Goals, Plans)
Objective: Understand the prospect's challenges, how they impact their goals, and whether they have plans to address them.
Asking Questions:
Challenges:
"What are the biggest challenges you're currently facing in [specific area, e.g., sales, marketing, operations]?"
"How do these challenges impact your team or business goals?"
"Have these challenges prevented you from achieving specific outcomes?"
Goals:
"What are your top priorities or goals for the next 6-12 months?"
"How do these goals align with your organization's broader objectives?"
"What would success look like for you in [specific area]?"
Plans:
"Have you already taken any steps to address these challenges?"
"Do you have a plan in place to achieve your goals? If so, what does it look like?"
"What obstacles do you foresee in executing your plan?"
Context:
This level focuses on building rapport and understanding the prospect's pain points and aspirations. Avoid discussing budget or authority at this stage.
Level 2: TCI (Timeline, Consequences, Implications)
Objective: Identify the prospect's timeline for achieving their goals and explore the consequences of inaction or the positive implications of success.
Asking Questions:
Timeline:
"When are you looking to achieve these goals?"
"Is there a specific event or deadline driving this timeline?"
"How soon would you like to see results after implementing a solution?"
Consequences:
"What would happen if these challenges aren’t addressed in the near future?"
"How would failing to meet your goals impact your team or business?"
"Are there any risks or costs associated with delaying action?"
Implications:
"What would achieving these goals mean for your team or organization?"
"How would success in this area positively impact other parts of your business?"
"What opportunities could open up if these challenges were resolved?"
Context:
This level helps you gauge the urgency and importance of the prospect's needs. It also reinforces the value of addressing their challenges.
Level 3: BA (Budget, Authority)
Objective: Discuss budget and identify decision-makers after establishing trust and understanding the prospect's needs.
Asking Questions:
Budget:
"Have you allocated a budget to address these challenges?"
"What range are you comfortable investing to achieve your goals?"
"How do you typically evaluate the ROI of solutions like this?"
Authority:
"Who else is involved in the decision-making process?"
"What is your role in the final decision?"
"Would you recommend involving other stakeholders in our discussions?"
Context:
By this stage, the prospect should feel understood and trust you enough to share financial and organizational details. This ensures you’re speaking with the right person and that the prospect has the means to move forward.
Key Tips for Using the Framework:
Build Trust First: Focus on understanding the prospect’s needs before discussing budget or authority.
Listen Actively: Use their responses to tailor your follow-up questions and solutions.
Adapt Flexibly: Not all prospects will have clear answers to every question. Use the framework as a guide, not a rigid script.
Close with Clarity: Summarize their challenges, goals, and timeline to confirm alignment before moving to the next steps.
This playbook ensures a structured, consultative approach to lead qualification, helping sales teams uncover motivations and needs while building trust with prospects.
