Lead Qualification

Lead qualification is the process of finding out whether a lead is a good fit and ready for a sales conversation.

Not every lead should go straight to an account executive. Qualification sorts leads so reps spend time on people who can buy and want to.

Questions usually cover:

• Need: does the lead have the problem you solve?
• Fit: are they the right size, industry, or location?
• Timing: are they looking now, this quarter, or someday?
• Authority: are they the decision maker, or who else is involved?
• Budget: is there money set aside, or a sense of what they can spend?

Frameworks like BANT, MEDDIC, and CHAMP give structure, but the best questions are specific to your business. A roofing company might ask about the roof's age and insurance claims. A software company might ask about team size and current tools.

Qualification can happen in a form, on a call, or both. On calls, it is often done by SDRs or AI SDRs, who then warm transfer or book a meeting for qualified leads.

Tips:

• Keep it to three to five questions.
• Ask in plain language, one question at a time.
• Write down clear pass and fail criteria.
• Record answers in the CRM so the next person does not ask again.

Review qualified leads that did not close to tighten your criteria over time.