What makes a lead qualified?
Common qualifying checks
A popular framework is called BANT, which stands for budget, authority, need and timing. It is a simple checklist that helps you decide which leads deserve your time first. You do not need every answer on day one, but the more you learn, the better your follow-up will be.
For a small business, qualifying can be as simple as asking what problem they want solved, when they need it done and who will decide. A lead who fits your service area and price range is usually more valuable than a large but unclear one.
- Need: do they have a problem you solve?
- Budget: can they pay your typical price?
- Authority: are they the decision maker?
- Timing: do they need help soon?
Use qualification in follow-up
Write down your qualifying questions and ask them in a short intake form or a first call. Record the answers in your contact system so future messages match the lead's situation.
Revisit your criteria every few months. What counts as qualified can shift as your offer, pricing and service area change. Write your qualifying questions in plain language so anyone on your team can ask them the same way.
Common mistakes
- Counting every form fill as a qualified lead.
- Spending hours on leads who cannot afford your service.
- Treating a qualified lead the same way as a cold lead in follow-up.
Related questions
- What is lead generation for a small business?
- How do I start generating leads for my small business?
- How many leads do I need to grow my business?
- What is the difference between a lead and a prospect?
- Why is lead generation important for small businesses?
- What are the most common lead generation channels?