1. Source and intent
Where did the inquiry come from? Someone responding to a broad giveaway might not have the same purchase intent as someone searching for your service. Group leads by source and evaluate their quality separately.
2. Response speed and first reply
A slow or generic answer can lose a motivated prospect. Measure response time and check whether the first reply answers the actual question or immediately pushes a sale.
3. Offer clarity
Can the customer understand the outcome, what is included, the timeline and the next step? If they only hear a price, they will naturally compare you with cheaper alternatives.
4. Qualification
Ask a few respectful questions about the customer’s needs, timeline and suitability. Not every inquiry should become a sales call, and not every prospect is a fit.
5. Follow-up
Review whether prospects receive a useful follow-up after the first conversation. A follow-up can clarify an objection or share a practical resource; it should not pressure the customer.
6. Measurement and ownership
Assign one person to own each inquiry and track its stage in a simple spreadsheet or CRM. Measure qualified inquiries, consultations, offers sent and purchases by week.
Where to start
Audit the last 20 inquiries if you have them. Label the reason each opportunity stalled: wrong fit, no response, price, unclear offer or timing. Fix the most frequent addressable cause first.
Don’t label leads “bad” until you have reviewed your entire inquiry-to-sale process.