Q-RED™ Sales System
Structured Sales. Human Delivery.
A practical, step-by-step sales system for SME teams, built around four clear stages:
Qualify · Requirements + Rapport · Evidence + Enthusiasm · Decision
No obligation. Walk away with 1–2 practical priorities — and whether Q-RED™, coaching, or training is the best next step.
Prefer to explore first? Browse Sales Insights →
What Is the Q-RED™ Sales System?
Q-RED™ is a practical sales system designed for B2B SME teams who want structure without losing the human side of selling. It gives your team a clear, repeatable sequence to follow in every conversation – from first enquiry through to decision.
The name Q-RED™ comes from the four core stages:
Qualify (Q): Confirm fit, priority, budget, and decision-makers.
Requirements + Rapport (R): Understand the real problem and build trust.
Evidence + Enthusiasm (E): Link your solution clearly to their world.
Decision (D): Make next steps specific, simple, and time-bound.
Q-RED™ is the backbone of our Sales Training and Sales Coaching programs, so your team is working from one clear structure across workshops, coaching sessions, and real opportunities.
Is Q-RED™ Right for Your Sales Team?
Q-RED™ is built for B2B sales teams working with SME decision-makers who want a clear, confidence-building structure for their conversations – especially when:
- Your sales conversations feel inconsistent from person to person.
- You rely on a few “naturally good” salespeople rather than a clear process.
- Opportunities stall after a good meeting, with no clear next step.
- New hires take too long to ramp up and find their rhythm.
- You want better visibility of where each opportunity really sits in the pipeline.
How Q-RED™ Works in a Real Sales Conversation
Q-RED™ turns a good conversation into a structured path. Each stage has a clear purpose and practical questions, so your team always knows where they are – and what they should do next.
Qualify
Quickly confirm fit, timing, budget, and decision structure so your team focuses energy on the right opportunities.
Requirements + Rapport
Explore the real problem, impact, and priorities while building trust and a human connection with the buyer.
Evidence + Enthusiasm
Present options using relevant examples, proof, and stories that connect to the buyer’s world – not just features.
Decision
Agree specific next steps, timeframes, and responsibilities so there’s no confusion about what happens after the meeting.
The Q-RED™ Sales System — a practical, structured framework for SME-focused B2B sales teams.
The Four Q-RED™ Pillars
Each Q-RED™ pillar includes practical questions, prompts, and tools that your team can use immediately in calls, meetings, and follow-ups.
- Qualify: Decide early whether this is an opportunity you should seriously pursue, or one to park. Avoids wasted time and crowded pipelines.
- Requirements + Rapport: Helps your team ask better questions, listen more effectively, and uncover the real drivers of change – not just surface-level needs.
- Evidence + Enthusiasm: Links your solution to what the buyer cares about, using relevant examples, stories, and proof points that build confidence.
- Decision: Gives your team language and structure to move from “great conversation” to clear commitments, next steps, and timeframes.
Where Q-RED™ Fits in Your Sales Process
Sales Stage
Lead / Initial Contact
Q-RED™ Pillar
Q
Qualify
Primary Outcome
Quality pipeline and realistic opportunities
Sales Stage
Discovery Conversation
Q-RED™ Pillar
R
Requirements + Rapport
Primary Outcome
Deeper insight and stronger trust
Sales Stage
Proposal / Presentation
Q-RED™ Pillar
E
Evidence + Enthusiasm
Primary Outcome
Clear value and buyer confidence
Sales Stage
Closing / Follow-Up
Q-RED™ Pillar
D
Decision
Primary Outcome
Confident commitment and forward momentum
Now Let’s Break Down Each Stage of Q-RED™
Q Qualify: Prioritise the Right Prospects
In Q-RED™, Qualify is the gatekeeper of high-performance selling — making sure your team spends more time where it matters most.
- Assess fit quickly and accurately
- Apply BANT (Budget, Authority, Need, Timeline)
- Identify urgency and commercial triggers
- Prioritise real opportunities over noise
The result: a cleaner pipeline, better forecasting, and more momentum.
R Requirements + Rapport: Diagnose Before You Prescribe
Q-RED™ treats rapport as a commercial skill — not small talk — combining genuine connection with disciplined discovery.
Requirements (Discovery)
- Identify commercial impact and root causes
- Clarify needs, goals, and constraints
- Map stakeholders and decision drivers
- Reveal opportunities competitors miss
Rapport (Human Connection)
- Curiosity and active listening
- Empathy and understanding
- Clear, honest communication
- Collaborative client experience
The result: customers feel heard, your team uncovers the real problems, and proposals land much closer to what they actually need.
E Evidence + Enthusiasm: Build Buyer Confidence
In Q-RED™, Evidence + Enthusiasm work together: clear, relevant proof that de-risks the decision, delivered with positive energy that makes buyers confident to proceed.
Evidence
- Relevant case studies and examples
- Clear ROI and before/after comparisons
- Credibility and industry knowledge
- Simple frameworks that demonstrate clarity
Enthusiasm
- Positive, clear communication
- Belief in the solution
- Energy that builds trust and momentum
- Confidence that customers feel
The result: a stronger business case, reduced perceived risk, and more “yes, this makes sense” moments in every conversation.
D Decision: Create Clarity, Momentum & Positive Urgency
In Q-RED™, Decision is where good conversations turn into committed action — your team guides prospects with clarity, confidence, and no loose ends.
- Summarise the problem, solution, and value
- Address concerns transparently
- Set clear next steps and timelines
- Reduce delays and prevent “maybe later” outcomes
- Create urgency based on value — not pressure
The result: clearer next steps, shorter decision cycles, and fewer opportunities going quiet at the finish line.
Why Q-RED™ Works So Well for SME-Focused B2B Sales Teams
- Built for SME buying behaviour — fast, practical, and human
- Gives teams a clear structure without feeling scripted
- Easy to learn, apply, and coach across real sales conversations
- Improves qualification, confidence, and meeting effectiveness
- Reduces stalled deals, indecision, and “let me think about it” moments
- Creates more predictable pipelines and stronger win rates
Want to see Q-RED™ in real-world SME sales situations? Our Sales Insights articles break down conversations, deals, and pipeline decisions using the Q-RED™ Sales System as the backbone.
Browse the full Sales Insights library →Prefer ongoing support? Learn about sales coaching .
Ready to strengthen your team’s skills? View sales training options .
Want to See Q-RED™ in Action?
Start with a quick 20-minute diagnostic — we’ll pinpoint what’s stalling results, show where Q-RED™ fits in your current process, and outline the best next step for capability, confidence, and conversion.
Book a 20-Min DiagnosticNo obligation. Walk away with 1–2 practical priorities — and whether Q-RED™, coaching, or training is the best next step.
Q-RED™ Sales System is a proprietary, trademarked methodology developed by Touchstone Training & Coaching for B2B SME sales teams.
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