One of the biggest challenges in sales is not the number of leads but the quality of them. Many businesses think they have bad leads when, in reality, they simply are not qualifying them properly. A structured pre-qualification process ensures you spend time only on prospects who are ready and able to work with you. In this article, we will break down how to create a Typeform that filters leads effectively and sets you up for successful sales calls.

Why Qualification Matters

Every marketing strategy can generate leads, but not all leads are worth pursuing. Without qualification, sales teams waste valuable time on people who either cannot afford the service, lack decision-making authority, or are not ready to buy. A well-designed qualification form solves this by separating serious prospects from casual inquirers.

Start with Low Friction Questions

The first step in designing a Typeform is making it easy for people to begin. Start with a simple multiple-choice question such as:

Which of these best describes your business? (Agency, Coach, Consultant, Other)

This low-effort entry point reduces resistance and gets prospects to engage with the form. Immediately after, request basic details such as name, email, and phone number. These details can be stored in your CRM even if the form is not completed, allowing you to trigger nurturing sequences and follow-ups.

Collect Useful Business Information

Depending on your service, it may be valuable to ask for a prospect’s website or landing page. This information can be scraped and summarized with AI tools to help you understand their business better. In some cases, it can even be used to create demo assets tailored to the lead. While not essential for every industry, gathering such information can greatly enhance personalization.

Use the BANT Framework for Qualification

To properly qualify leads, this form uses the BANT framework:

• Budget: Ask for average monthly income to determine financial readiness. For example, prospects earning under $5,000 may be marked unqualified for certain offers, while those above can be routed to sales.

• Authority: Include a question to confirm whether they are the decision-maker. If they have a partner, the form can request that partner’s email to ensure both stakeholders are involved.

• Need: Ask prospects to describe their biggest challenge in an open-text field. This allows them to articulate their problems in their own words, giving you valuable context for the sales conversation.

• Timing: Provide options such as “ASAP,” “Within 2–4 weeks,” or “Later this year.” Those who need help immediately can be routed to top closers, while those with longer timelines can be nurtured.

Automating and Routing Responses

Once the form is completed, automation tools like Zapier can process the data. AI can summarize responses, assign a lead score out of 10, and even recommend next steps. Qualified leads can be directed to a booking page to schedule a call with the founder or a sales representative. Unqualified leads can receive a polite message, along with a free resource to maintain goodwill.

Balancing Friction and Speed

Although the form may appear long, most questions are multiple choice and can be completed in under a minute. The slight friction ensures only serious prospects make it through, while the streamlined format prevents drop-offs. This balance results in higher quality leads without discouraging genuine interest.

Conclusion

Pre-qualifying leads is not about making the process difficult. It is about creating a clear, structured system that quickly identifies who is worth your time. By using a Typeform built around the BANT framework, you ensure that every sales call is with someone who has the budget, authority, need, and timing to work with you. Implementing this process will save time, improve conversion rates, and ultimately grow your business more efficiently.