Lead qualification script templates
Five ready-to-use scripts for website chat, phone calls, booking requests and SaaS trials, plus a polite exit for leads that do not fit. Each one tells you what to ask, when to stop and what to hand to sales. Copy it or download Word and Excel files. Free, no sign-up.
Made by Anatolii Ulitovskyi 
Fact-checked by RH Fardin Updated 1. Service inquiry: website chat or WhatsApp
Goal: Find out in 4 to 6 short messages whether the lead fits, then book a call or hand over to a person.
- 1
Open
SayHi, thanks for contacting Company. What can we help you with?
TipAsk one question per message and wait for the reply.
- 2
Need
SayGot it. What is the main thing you want to change or fix?
- 3
Fit
SayWhere is the project? We work in service area.
IfOutside your area, or a service you do not offer: switch to the bad-fit exit.
- 4
Timeline
SayWhen would you like to start?
IfJust looking, or more than 6 months away: send a useful guide and set a follow-up date.
- 5
Budget
SayProjects like this usually cost price range. Does that fit what you had in mind?
IfBelow minimum budget: switch to the bad-fit exit and suggest an alternative.
- 6
Decision
SayWill anyone else be part of the decision? They are welcome to join the call.
- 7
Next step
SayGreat. The next step is a free 20-minute call with rep name. Here is the booking link: booking link. Which email should I send the confirmation to?
2. Inbound phone call
Goal: Qualify the caller in under 8 minutes and agree on the next step before you hang up.
- 1
Open
SayThanks for calling Company, this is your name. How can I help?
TipLet the caller talk first and write down their exact words.
- 2
Permission
SayMay I ask a few quick questions so I can send you to the right person?
IfIt is a bad moment: agree on a callback time and send a calendar invite.
- 3
Need
SayWhat made you call today, and what have you tried so far?
- 4
Impact
SayWhat happens if this is not solved by month?
- 5
Fit
SayHow big is the project: how many people, rooms, locations or units?
IfToo small or too large for you: switch to the bad-fit exit.
- 6
Budget
SayMost clients spend between price range. Is that in line with your budget?
IfNo budget yet: offer to email a price guide and book a follow-up call.
- 7
Decision
SayWho else will help choose, and what will they want to see?
- 8
Next step
SayIf this looks right, when would you want to start? Let us book 30 minutes with rep name on day. Does time work?
3. Booking request: hotel, tour, charter or venue
Goal: Collect complete booking details and make clear that this is a request until a person confirms availability and payment.
- 1
Dates
SayThanks for your interest in business. Which dates are you looking at?
IfThe dates are vague: offer two options, for example this weekend or the next one.
- 2
Guests
SayHow many guests, and are any of them children?
- 3
Option
SayAre you interested in option A or option B? Prices currently start at price.
TipQuote only prices from your current price list.
- 4
Budget
SayDo you have a budget per night or person in mind?
IfBelow your lowest rate: suggest other dates or a lower-priced option.
- 5
Requests
SayAny special requests, such as accessibility, dietary needs or transfers?
- 6
Sold out
IfThe dates are full: say dates are fully booked, offer alternative 1 or alternative 2, and ask whether to note one of them as a request.
- 7
Language
IfThe guest writes in another language: reply in that language and keep the internal note in your team's language.
- 8
Close
SayThank you. I have noted your request for dates, guests and option. This is not a confirmed booking yet: team member will confirm availability and payment by time. What is the best email or phone number to reach you?
4. SaaS demo request or free trial
Goal: Learn the use case, team size and deadline, then send the lead to self-serve setup, a demo or nurture.
- 1
Use case
SayThanks for trying product. What do you want to get done with it first?
- 2
Current tool
SayWhat are you using today, and what is not working?
- 3
Team size
SayHow many people would use it?
If1 to 3 users: send the setup guide and the free plan link and let them self-serve.
- 4
Integrations
SayWhich tools does it need to work with?
IfA must-have integration is missing: say so honestly and log it as a feature request.
- 5
Deadline
SayWhen do you need it up and running?
- 6
Decision
SayWho else signs off: a manager, IT or finance?
- 7
Budget
SayDo you have a budget for this, per month or per year?
- 8
Route
SayA 20-minute demo with rep name on day would cover use case. Does time work?
IfNo deadline and no budget: send a short case study and follow up in 30 days.
5. Bad fit: polite exit
Goal: Say no quickly and kindly, offer one useful alternative and protect your team's time.
- 1
Budget too low
SayThanks for the details. Our projects start at minimum, so we are probably not the right fit right now. Alternative may suit you better: link.
- 2
Service you do not offer
SayWe do not offer service, but partner or resource does. Would you like their details?
- 3
Outside your area
SayWe only work in service area at the moment. Shall I keep your details in case that changes?
- 4
Timing
SayWe cannot start before date. If that still works for you, I can follow up on date.
- 5
Not a buyer
SayThanks for reaching out. For jobs or partnerships, please use link or email.
- 6
Close
SayThanks again for thinking of us, and good luck with project.
For small sales and support teams
Let an AI agent run this script on your website, 24/7.
CRMsoftware.pro asks your qualification questions, saves every answer with the conversation and passes hot leads to your team.
- A lead form with the fields you require
- Leads inbox and a sales pipeline, also on the free plan
- Human handover and WhatsApp from $19 a month, billed yearly
Free plan: 3 users, no credit card.
Filled example
A website chat that ends in a booked call
Script 1 in action for a fictional renovation company, with the handoff note and score it produces.
Handoff note
Maria L., homeowner in Round Rock. Wants a kitchen remodel: new cabinets and countertops, maybe move the sink. Start: March. Budget: about $35,000 (our range $25,000 to $45,000). Decides: Maria and her husband, both on the call. Score: 9/10, Hot. Next step: call with Dan, Tuesday 5:30 pm. Source: website chat.
Score
| Need | Clear problem we solve | 2/2 |
| Fit | In our service area and scope | 2/2 |
| Budget | Fits our price range | 2/2 |
| Authority | Both decision-makers on the call | 2/2 |
| Timeline | Starts in about 5 months | 1/2 |
| Total | Hot: book the call now | 9/10 |
Scoring
Qualify, nurture or exit
Score each lead from 0 to 10 with the Excel scorecard, then act on the status. Change the thresholds to match your business.
| Criterion | 0 points | 1 point | 2 points |
|---|---|---|---|
| Need | No clear problem | Vague interest | Clear problem you solve |
| Fit | Outside your area or scope | Partly fits | Fits your area and scope |
| Budget | Below your minimum | Not discussed yet | Fits your price range |
| Authority | Unknown | Influencer or researcher | Decision-maker, or joins the call |
| Timeline | No date | 3 to 6 months | Within 90 days |
| Status | When | What to do |
|---|---|---|
| Hot | 8 to 10 points | Book a call now, or hand to a salesperson within the hour. |
| Warm | 5 to 7 points | Send something useful and set a dated follow-up task. |
| Cold | 0 to 4 points | Add to a newsletter or long-term nurture list. No sales time. |
| Bad fit | 0 points on fit or budget | Use the polite exit script and record the reason. |
How to use
Set up the script in 5 steps
- 1
Pick the script
Choose by channel and lead type: chat, phone, booking or SaaS. Keep the bad-fit exit open in a second tab.
- 2
Fill in the brackets
Add your service area, minimum budget, price range, booking link and the name of the person who takes the call.
- 3
Decide your must-have answers
Pick the 4 or 5 facts you need before a handoff. Those are your stop rule; every extra question is another chance for the lead to leave.
- 4
Save the answers
Add the same fields to your CRM or chat lead form so every answer lands on the contact, not in someone's notebook.
- 5
Review after two weeks
Read 20 conversations. Cut questions that people skip, and move the ones that predict a sale higher up.
Frameworks
BANT, CHAMP or MEDDIC: which questions to use
Every script on this page covers need, fit, budget, authority and timeline. The order matters more than the acronym: ask about the need first and about budget after fit.
| Framework | What it checks | Best for | Sample question |
|---|---|---|---|
| BANT | Budget, authority, need, timeline | Quick screening of inbound leads and smaller deals | When do you need this in place? |
| CHAMP | Challenges, authority, money, prioritization | Consultative sales that start with the problem | What is the biggest challenge you want to solve? |
| MEDDIC | Metrics, economic buyer, decision criteria, decision process, identify pain, champion | Complex B2B deals with several people involved | How will you measure success? |
Response time
Qualify fast: the first hour matters
In an audit of 2,241 US companies, Harvard Business Review found that firms that tried to contact a web lead within an hour were nearly 7 times as likely to qualify it as firms that tried one hour later, and more than 60 times as likely as firms that waited 24 hours or longer. The average first response took 42 hours. The data is from 2011, so treat it as a direction rather than a forecast: a short script you can run right away beats a perfect call two days later.1
7x
more likely to qualify the lead when contacted within an hour
60x
more likely than when waiting 24 hours or longer
42 h
average first response time in the audit
FAQ
Lead qualification script questions
What is a lead qualification script?
A lead qualification script is a short, ordered set of questions that your team or chatbot asks a new lead to decide what happens next: book a sales call, nurture the lead, or close the conversation politely. A good script also lists the answers you must collect and tells you when to stop asking.
What questions should I ask to qualify a lead?
Ask about the need (what they want to fix), fit (the location, size or scope you serve), timeline (when they want to start), budget (whether your price range works) and decision (who else is involved). Ask about the need first and about budget after fit; it keeps the conversation friendly.
What counts as a qualified lead?
A lead is qualified when it has a need you solve, fits your area or customer profile, has a realistic timeline and budget, and you know who makes the decision. On the scorecard on this page, that means 8 or more points out of 10, with no zero on fit or budget.
How many questions should a qualification script have?
In chat, four to six short questions, one per message. On the phone, up to eight. Stop as soon as you know the need, fit, timeline and how to reach the person; every extra question is another chance for the lead to leave.
Is BANT still relevant?
Yes, as a checklist, but not as an opening line. Budget, authority, need and timeline are still the facts sales needs, but opening with budget feels like an interrogation. Ask about the need first, then check budget and timeline.
What is the difference between BANT and MEDDIC?
BANT checks four basics and suits quick screening of inbound leads. MEDDIC (metrics, economic buyer, decision criteria, decision process, identify pain and champion) goes deeper and suits complex B2B deals with several people involved.
How fast should I respond to a new lead?
As fast as you can, ideally within minutes. In a Harvard Business Review audit of 2,241 US companies, firms that tried to contact a web lead within an hour were nearly 7 times as likely to qualify it as firms that tried an hour later (Oldroyd, McElheran and Elkington, 2011).
Can an AI chatbot qualify leads?
Yes. Paste your script into the AI agent's instructions, list the fields it must collect and tell it when to hand over to a person. In CRMsoftware.pro the agent answers on your website (and on WhatsApp, Telegram, Instagram and Messenger on paid plans), saves each lead with the full conversation and requests a human handover, from the Launch plan, when your rules say so.
Can I use these scripts in Word, Excel or Google Docs?
Yes. Download the Word file for the scripts and the Excel scorecard for tracking leads. Both open in Google Docs and Google Sheets: upload the file to Google Drive and open it.
Related templates
Free tools for sales teams
Sources
- Response time and lead qualification: James B. Oldroyd, Kristina McElheran and David Elkington, The Short Life of Online Sales Leads, Harvard Business Review, March 2011
- BANT, in use since the 1950s: Salesforce, What is BANT?
- Plans, prices and features, checked October 5, 2026: CRMsoftware.pro pricing
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