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Questions You Need to Ask About Your Qualified Leads

by Peter Gracey  |  
June 19, 2012
  |  7,226 views

In this article, you'll learn...

  • A lead-scoring process that also measures sales rep performance
  • Questions to ask about prospects before and after calling them

Hundreds, if not thousands, of solutions have been developed to automate lead-scoring. However, those scores don't provide salespeople much valuable information.

The following six-question scoring system is designed to be the most practical method to evaluate and qualify leads and enables supervisors to track and manage the quality of a sales representative's performance. The system consists of three pre-call and three post-call questions, each worth one point.

After 10 years of generating fully qualified leads, I've found that approach to be the best way to predict the "forecastability" of leads.

Pre-Discovery-Call Questions

  1. Why does this prospect want to talk to me? A prospect should be speaking with you because you have the ability to solve a major business pain (or pains) that she is suffering from. If that is not the case, the lead doesn't earn this point. The write-up should have return on investment (ROI) numbers that you can use during your call. If not, the lead gets a 0 in this category.
  2. What is the title of the person I'm going to be speaking with? If multiple people will be on the line, what is the highest title that will be on the call? The higher the prospect lives on their organizational food chain, the better. Our statistics have demonstrated a direct correlation between title of prospect and progression of a lead to forecast.

    If you are speaking with anyone at a managerial level or below, that lead does not get a point. If you are speaking with anyone above that level, that leads gets one point. That doesn't mean you shouldn't take the call if the prospect isn't above the level of manager, but that prospect isn't as desirable a lead as someone with a higher contact title.
  3. Did the prospect accept the calendar invite? This question is straightforward. If your lead isn't interested enough to accept your meeting invitation, she gets zero points. If she confirmed her attendance to your meeting electronically, she gets one point.

Post-Discovery-Call Questions

  1. Did the call occur? If your lead shows up for the scheduled call, give her one point. If not, she gets a zero. Send the lead back to your teleprospecting team for rescheduling.
  2. Was the lead write-up accurate? Was the critical information you were given about the pain of your lead accurate? Did the prospect confirm what your teleprospecting rep told you? If yes, this lead gets one point.
  3. Is the lead moving on to a next step in my sales process? This question is critical. Do you have a next step? A follow-up call in six months will not suffice. Your teleprospecting team's job is to put you in a position to sell to people that need your product or services. If you have qualified your lead to enter the next phase of your sales process, that means your teleprospecting team did its job and the lead scores one point.

Scoring Your Leads

Add up the points after your discovery call, and keep those numbers on record. A world-class teleprospecting rep is going to get a minimum of eight out of every 10 points available to her.

Similarly, to quickly assess overall team performance, multiply your total number of leads by six (the total number of points available), then add up your points earned for all leads passed. Figure out the percentage by dividing your points by the number of all available points. Your minimum performance goal should be to receive 80% of the available points.


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Peter Gracey is chief operating officer at AG Salesworks, a B2B teleprospecting and marketing services firm.

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  • by shashvat Wed Jun 20, 2012 via web

    Hello everyone i am shashvat, i am planning to start an E-Commerce website for Diamond and Jewellery which i need a very catchy name so that customers can easily remember it and can be easily typed.Please suggest some good names which would be useful to me.Our products would be mainly budget diamond jewellery.

  • by massimo Wed Jun 27, 2012 via web

    very interesting your system Peter, but I'm not sure I understand how to get the correct final score (perhaps translation problems ...). For example, I have 100 leads and pass them all. Eventually, I earn on average less than 1 point for contact, for instance 60 points. then multiply the maximum number of available points by number of contacts (6x100) and I add my points (600+60). Then I divide my points (60) by available points (660) and I have about 9% (!). I got it wrong or I have a lousy team?
    Thank you

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