Prospect Qualification | Burns Leadership Consulting

Buyer Journey & Engagement Process

Prospect Qualification

Use buyer-confirmed evidence to decide the next best step. A proposal should document a buying decision that has largely already been made through discovery and alignment, including a credible plan for showing value.

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Buyer Journey

Select the stage that best reflects the buyer’s current readiness.

Stage 1 of 10

    Seven Qualification Gates

    The 0–1–2 fields used in the Lead Pipeline. Every gate must be buyer-confirmed.

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    Nine Business Case Readiness Gates

    The current BLC Client Journey test: before proposal, confirm the sponsor can answer each question.

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    Supporting Alignment Criteria

    Retained from the Buyer Journey & Engagement Process document and scored with the same evidence discipline.

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    Value Evidence Standard

    Use this sequence to build a credible value story for coaching and leadership development. Do not promise that the engagement alone caused a business result.

    Business needName the result, risk, or opportunity that matters and the relevant business indicators.
    Leadership transformationDescribe how the leader or team needs to lead differently.
    Observable practicesSpecify behaviors and decisions that can be seen in consequential work situations.
    Application and experienceLook for consistent use at work and changes stakeholders can describe.
    Organizational effectsTrack changes in ownership, decision quality, coordination, capability, or other agreed effects.
    Business indicatorsReview directional movement while accounting for other factors that may have influenced results.

    Evidence rule. Claim attribution only when the design can reasonably isolate coaching as the cause. In most engagements, show contribution through a coherent pattern of baseline, behavior, stakeholder, transfer, organizational, and business evidence.

    Cash Conversion Overlay

    A separate financial lens beginning at Buying Alignment. It does not change the Buyer Journey or the qualification gates.

    Stage 5Estimate likely contract value and decision timing.
    Stage 6Estimate payment structure and cash timing.
    Stage 7Track decision date, expected payment, and expected cash date.
    Stage 8Convert expected cash to contracted cash.
    Stage 9Track scheduled payments and cash received.
    Stage 10Identify renewal or expansion cash opportunities.
    Potential contract value—
    Expected payment—
    Cash received—

    Next Step and Notes

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