What is Lead Qualification?
Lead qualification is the process of deciding whether an inquiry is a real fit for your business before your team spends time on it. It checks details like the service needed, location, timeline and budget against your criteria, then books, routes or politely declines the lead.
How does lead qualification work?
- Define a good lead: the services you offer, the area you cover, the jobs you won’t take, and a minimum job size if you have one.
- Turn that into questions asked on every inquiry, in the same order.
- Record the answers in your CRM or job system so nobody asks twice.
- Decide the next step: book qualified leads, route edge cases to a person, and refer out the ones you can’t help.
- Review the results every month and adjust the questions.
Lead qualification vs lead scoring
Qualification is a yes, no or maybe, decided during the conversation. Lead scoring assigns points over time based on fit and behavior, and is more common in longer B2B sales cycles. Service businesses that live on the phone usually need qualification first: is this a job we do, in our area, and how soon? Sales teams often use frameworks such as BANT (budget, authority, need, timeline); a home-services or legal intake applies the same idea with questions specific to the trade or practice area.
What does lead qualification cost?
Manual qualification costs staff time on every call, including the ones that turn out to be spam or out of area. When an AI receptionist qualifies calls, the work is part of its plan, usually a monthly rate with included minutes. See how much an AI receptionist costs and Keres AI pricing.
How does Keres AI handle it?
Remi answers in two rings, 24/7, and asks your intake questions on every call. Qualified callers are booked into Google Calendar, HubSpot or ServiceTitan; calls that need judgment go to a person by your rules. Calls Remi couldn’t take get a text back within 60 seconds, so the lead isn’t lost before it is qualified. See legal intake and patient intake for examples by vertical. On high-ticket jobs where price stalls the decision, see financing follow-up.
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Questions
Lead Qualification — FAQ
What questions qualify a lead?
The ones that decide whether you can take the job: what service is needed, where, how soon, and any limits you have, such as a minimum job size or the types of matters you accept.
Can AI qualify leads as well as a person?
For structured questions asked the same way on every call, AI is consistent and doesn’t skip steps. Judgment calls, such as an unusual job or an upset caller, should be escalated to a person.
What is the difference between lead qualification and lead scoring?
Qualification decides fit during the conversation. Lead scoring ranks leads with points over time, based on fit and behavior, and is more common in longer sales cycles.
See Lead Qualification working live
Book a free 30-minute call and hear Remi, Keres AI’s AI receptionist, answer, qualify and book a call.
Qualify every callerLast updated · Reviewed by the Keres AI team