What is

Lead Qualification?

We know that a qualified lead is a lead that is deemed to be a good fit for your product(s) or service(s) and could become a potential customer. But, what does the lead qualification process actually look like? How do you qualify leads during the sales process?

Women setting an appointment on the phone

What Is Lead Qualification?

Lead qualification is the process of identifying if a prospect fits your ideal customer profile and is likely to become a customer. Qualifying leads help your organization determine which prospects have a high likelihood of becoming customers and which ones you shouldn’t waste as much time on. It also helps you rule out leads who literally cannot buy from you or don’t meet the basic criteria to become a customer for you. 

For example, let’s say you’re an HVAC company looking for commercial HVAC leads. If you only want to work on HVAC systems in buildings that are over 10,000 square feet, you have to make sure you aren’t calling on prospects who have smaller buildings. Otherwise, you might waste your time with companies that don’t fit within your target market.

Steps Involved In Lead Qualification

Lead qualification is part of the sales funnel and determines which leads will become qualified and turn into potential customers. While the process looks different for every company, lead qualification on a basic level can be thought of like this:

Prospect/Gather Data.

You can’t qualify until you actually have a list of leads. That’s why the first step in lead qualification is to prospect and gather data about potential customers. Using databases, LinkedIn, and other lead sources, your team can make a list of potential customers who fit within your target market.

Qualifying Questions.

Once you have a solid list of prospects, you can start contacting people on your list. During these initial conversations, it’s important to ask qualifying questions to ensure that customers are a good fit for your product or service. If they are, they move to the next phase; if they’re not, you can disqualify them. Common qualifying questions include:

    • Are you the key decision-maker?
    • Do you have a budget?
    • What is the size of your company?

Survey Questions.

Once a prospect is qualified, you can begin asking survey questions. Survey questions in lead qualification allow you to gather data by asking more specifics about the company. These questions might include:

Once a Sales Development Representative (SDR) takes a lead through the three steps of lead qualification, they can then schedule a B2B sales appointment for a closing sales representative. Having a lead qualification process in place makes it easier for your sales reps to close deals; and when you increase your close rate, you increase your revenue.

To learn more about lead qualification or start your own B2B lead generation program, contact a member of our team today.

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