Twelve discovery questions that actually qualify a lead

Problem and pressure

1. What made you look at this now, rather than six months ago? — Surfaces the trigger, or reveals there isn't one.

2. What is this costing you at the moment, in time or money? — Turns a vague irritation into a quantified problem.

3. What happens if nothing changes this year? — The clearest test of urgency. "Nothing much" is a disqualifier.

4. What have you already tried? — Tells you what will be compared against, and whether expectations are realistic.

Authority and process

5. Besides yourself, who else will weigh in on this decision? — Phrased to invite names rather than a yes/no.

6. How were similar purchases signed off here previously? — Reveals the real process, including procurement and legal.

7. Who would have to be convinced, and what would convince them? — Finds the veto and the criteria in one question.

8. Is there anyone who would prefer this not to happen? — Uncomfortable, and consistently the most informative question on the list.

Money and timing

9. Has any budget been set aside, or would this need to be found? — Both answers are workable; not knowing which is not.

10. What range were you expecting this to sit in? — Establishes fit before either side invests in a proposal.

11. What date would you want this working by, and what is driving that date? — A date without a driver is a preference, not a deadline.

12. What would need to be true for you to move forward this quarter? — Converts the conversation into a mutual plan.

Answers that should stop a lead

No trigger, no cost of inaction, no named stakeholders, no date with a reason behind it, or an expected price far outside your range. Any one of these on its own is a caution; two or more and the lead belongs in nurture, not on a rep's calendar.

Disqualifying early is not a lost opportunity. It is the mechanism that keeps the rest of the pipeline trustworthy.