Check basic fit first
Confirm that the requested service matches what you actually sell, the location is one you can serve and the work is within your operational capacity.
Basic fit should be fast to assess. If a lead falls outside your service area or capability, record that reason instead of letting it sit in the pipeline.
Look for urgency and evidence of intent
Timing matters. Someone researching for next year is different from a buyer comparing providers this week. Look for stated deadlines, quote requests, project milestones and other evidence that action is likely.
Intent should be judged from context rather than assumptions. A current requirement with specific details deserves more attention than a generic company record.
Assess commercial value without overcomplicating it
You do not need a complicated scoring model. A simple score can combine service fit, location, urgency, likely deal value and confidence that the need is real.
The point is consistency: two salespeople looking at the same opportunity should reach roughly the same conclusion about priority.
Route strong leads to a clear next action
Qualified leads should move immediately to an owner and next step. That might be a call, discovery meeting, site visit, document request or quotation.
Weak or incomplete leads can stay in nurture or review instead of consuming the same attention as high-intent opportunities.
Questions about this topic.
What information should I use to qualify a lead?
Start with service fit, location, timing, requirement detail, likely commercial value and evidence that the need is current.
Should every lead receive the same follow-up?
No. Prioritise stronger opportunities while keeping lower-intent enquiries in an appropriate nurture or review process.
Can lead scoring be automated?
Yes. A CRM or automation workflow can score known fields and signals, but the scoring rules should reflect your real sales process and be reviewed against actual outcomes.