Not every interested reply is a real opportunity. Qualifying leads well means your closers only spend time on deals that can actually close — here is how to do it without adding friction.
Why qualification matters
Unqualified meetings waste your best sales time and distort your forecast. Good qualification lifts close rates and keeps the pipeline honest.
Fit vs. intent
Fit is whether they match your ICP. Intent is whether they have a real, timely need. You want both.
Frameworks that work
- BANT: Budget, Authority, Need, Timing.
- CHAMP: Challenges, Authority, Money, Prioritization — leads with the prospect’s problem.
Key questions to ask
- What prompted you to look into this now? (timing / need)
- How are you handling this today? (pain)
- Who else is involved in a decision like this? (authority)
- What would success look like in 90 days? (goals)
Score and route
Give each lead a simple fit + intent score. High scores go straight to appointment setting and your closers; lower scores get nurtured. Track it all with clear KPIs.
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