20 Lead Qualification Questions to Spot your ‘Sales-Ready’ Leads

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Raghuram KS
VP of Account Based Marketing

If a lead is passed from the marketing team to you (sales), that doesn’t mean lead is sales-ready. And if a salesperson assumes so, a significant effort can be wasted in nurturing leads that had no chance of going anywhere anyway.
Therefore, here comes the duty of a sales manager to ensure that every lead that is transferring to the sales team are qualified and sales-ready.
So, again to overcome this worthless lead nurturing, both marketing and sales should align with each other. This helps in identifying a qualified lead and converting into sales-ready lead.
The best way to gain insight on your lead qualification is to ask them sales prospecting questions and listen carefully to their answers.

Here are 20 solid lead-qualifying questions that can help you recognize who’s a successful customer in the making, and who’s on the wrong track.

Know about them.

Before knowing what problem they are focusing, ask them these questions:

1. Who are they?
2. What industry they are in?
3. How long they have been in this business?
4. What is the size of their organization?

In the lead qualification process, having knowledge about a company is more important. These four questions help you in knowing the type of company, the industry they are working in and much more information about their organization. This process helps you in analyzing and measuring the company standards. So, if you are at a wrong place, you will immediately realize and save more time and money without nurturing the wrong prospect.

Know what they are looking for.

5. What is the business problem you’re seeking to fix?
6. How long have you had this problem? What made you decide to solve this now?
7. Have you tried to solve this problem in the past? If so, why didn’t that solution work?
8. What are the likely consequences if the problem remains unsolved?
9. What objectives are you aiming to achieve by solving this pain?

So, after knowing about them, it is time to know their problem. Prospects initially not care much about your product and offerings. You need to know what their pain points are and demonstrate that you can provide a solution. Know their problem in-depth, so that it will be easier for you to diagnose the problem. Especially, what are all the solutions they have tried in the past to solve the problem? It helps you in saving time by choosing another way.

Know about their decision-making process.

10. How are purchasing decisions made in your organization for a product like ours?

11. Who, in addition to yourself, are involved in making a decision for such a purchase? How important is it to have them on board with the decision?

12. What potential concerns do you think they will have? What would be the best way to handle them?

13. Are you comfortable if I call (Name of the Decision-Maker/Influencer) to have a brief conversation to get a different perspective on the solution?

Decision-making process is one of the most overlooked questions in the qualifying stage. The person on the phone may be an enthusiastic internal champion but at the end of the day, you still sell to decision makers and you need to confirm you are talking to the key players ASAP. Knowing who the decision makers are is different from knowing how a company makes decisions.
Know their budget.

14. How much do you have budgeted now?
15. How much have you spent on similar solutions?
16. What are your expectations for the investment to purchase our solution?
Budget questions will ascertain whether your prospect can afford your product or service. You will need to draw out a figure on how much your prospect expects to spend on the investment to fulfill their needs. Now would be a good time to convince them about the typical ROI for your solution that makes it a worthy investment.

Know how to close the deal.

17. What are all the steps we have to take to help make this deal happen?
18. Based on what we’ve discussed, do you think our solution is a good fit for your needs? Why?
19. Are there any obstacles that could prevent this deal from happening?
20. When is the best date and time to schedule our next meeting?

Ask these questions in order to learn in detail what it would take to turn the prospect into a qualified lead. Also, you have a chance to handle any objections that haven’t been addressed and re-confirm the prospect’s interest in your product.


Lead Qualifying questions are a crucial part of your sales process. In sales, asking the right questions and then listening to what your prospect says is very important. Hear and learn more from the prospect. Only after you are sure, you can help them and they can help you.

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