The five questions
| Check | Ask yourself | Example question to the customer |
|---|---|---|
| Need | Do they have a problem we solve? | “What’s prompted you to look at this now?” |
| Fit | Is it the kind of work we do well, in our area? | “Where is the property?” or “How many staff will use it?” |
| Timing | When do they want it done? | “When would you ideally like to start?” |
| Budget | Is their expectation realistic? | “Have you set a budget, even a rough range?” |
| Decision | Are we talking to the person who decides? | “Who else will be involved in choosing?” |
Score it simply
You don’t need a complex scoring model. A tick for each of the five checks works: four or five ticks, prioritise; two or three, a lighter-touch reply; one or none, politely refer them elsewhere.
If you use a CRM with lead scoring, make sure you can see why a lead scored the way it did. NovaSoft One’s lead scoring shows the reasons behind each score so your team can agree or overrule it. Configurable qualification policies are on Professional plans.
Record the decision
Note whether you qualified the lead and why. When you look back at a quarter of enquiries, you’ll learn which sources bring good-fit customers and which waste your time.
Qualifying without sounding like an interrogation
Customers don’t mind questions when they understand why you are asking. Frame them around helping:
- Instead of “What’s your budget?”, try “So I can suggest the right option, do you have a rough range in mind?”
- Instead of “Who makes the decision?”, try “Is there anyone else who’ll want to see the quote?”
- Instead of “When do you need it?”, try “Is there a date you’re working towards?”
Spread the questions across the first call rather than reading them off a list.
Learning from your qualification decisions
After a few months, look back at the leads you qualified and the ones you turned away. Which sources produced the most qualified leads? Which qualified leads went on to become customers? If most of your best customers came from referrals and few from a paid ad, that is useful when planning where to spend money and time.
Keep the reasons short and consistent so they are easy to compare. A dropdown of five or six reasons works better than free-text notes for this.
When to bend the rules
Qualification is a guide, not a law. A small job for a large organisation might be worth taking to start a relationship. A slightly out-of-area job might be worth it for a past customer. Record why you made the exception, so the decision makes sense to whoever looks at it later.
A qualification example
An IT provider receives an enquiry from a 12-person accounting firm wanting help with email and backups. On the first call they learn the firm’s current provider has given notice, they need a new arrangement within a month, the managing partner decides, and they expect a monthly support fee. Need, fit, timing, budget and decision-maker are all clear: a strong lead. The IT provider books a site visit for the same week.
A second enquiry, from a sole trader wanting a one-off laptop repair across the state, is a poor fit. The provider replies the same day with the name of a local repairer. Two outcomes, both handled quickly and politely.
Quick checklist
- Ask about need, fit, timing, budget and who decides in the first conversation.
- Score each lead simply, for example one tick per check.
- Record the qualification decision and the reason.
- Reply quickly and kindly to poor-fit enquiries, with a referral where possible.
- Review which sources produce qualified leads each quarter.
Saying no well
Turning down a poor-fit enquiry quickly is good service. Thank them, explain briefly and, where you can, suggest someone better suited. People remember that, and some will send you work that does fit.
Common questions
What does it mean to qualify a lead?
Checking whether you can help them and whether they are likely to go ahead.
When should you qualify a lead?
Early, ideally in the first conversation.
What is BANT?
A common checklist: budget, authority, need and timing.
This guide is general information for Australian businesses, not legal, tax or financial advice. Check anything specific to your situation with a qualified adviser or the relevant government agency.