Sales · Lesson 2
Qualifying leads quickly
Find out early if there is a real need, budget, decision-maker and timeline.
Many hours are lost writing proposals for people who were never going to buy. Qualification is the habit of checking early whether a deal is real. A simple checklist: Need (is the problem real and important?), Budget (is money available?), Authority (who decides?), and Timing (when must it happen?).
Ask these questions politely in the first or second conversation. 'Have you set aside a budget range for this?' 'Who else will be involved in the decision?' 'What happens if this isn't done by June?' Good buyers appreciate the clarity; poor-fit buyers reveal themselves.
It is fine to disqualify. Saying 'I don't think we're the right fit for this' saves both sides time and often earns respect — and sometimes a referral to someone who is a fit.
Example — Hypothetical: saving a week
A prospect wants a full proposal for a new office. In a 15-minute call, you learn there is no budget yet and the board meets in nine months. You send a short capability note instead and set a follow-up for month eight.
Try this
Score your open leads 0–4 on Need, Budget, Authority, Timing. Pause effort on any that score below 2.
Reflect
Which proposal did you write last year that you should have qualified out earlier?