Insights · Follow up · Lead scoring
Lead scoring: how to make sure your team calls the best leads first
By Klaus S, AI and Automation Lead
Published · 3 minute read
The short answer
Lead scoring gives every enquiry a number based on how well it fits your ideal client and how ready it is to buy, so your team calls the most valuable leads first. Build it from two parts, fit (who they are) and interest (what they did), set it up to calculate automatically in your CRM, and check it against which leads actually became clients every few months.
When enquiries arrive faster than your team can call them, the order matters. Lead scoring makes sure the person with a £300,000 pension and a deadline next month is called before the person "just looking". Here is how I build it.
What is lead scoring?
A simple points system, calculated automatically in your CRM. Each lead gets points for the things that make them more likely to become a valuable client. The total decides who is called first, and who goes into a nurture sequence instead.
Part 1: fit
| Signal | Example points |
|---|---|
| In your service area | +20 |
| Needs a service you want to sell | +20 |
| Budget or value above your minimum | +20 |
| Outside your area or wrong service | Hold back from sales |
Part 2: interest
| Signal | Example points |
|---|---|
| Asked for a call or booked an appointment | +40 |
| Wants to start within a month | +20 |
| Visited your pricing page | +10 |
| Downloaded a guide | +5 |
How to set it up
- Agree the signals with your teamWhat do your best clients have in common?
- Ask for them on your formsTwo or three qualifying questions supply most of the fit score.
- Build the rules in your CRMSo scores calculate automatically as leads arrive and act.
- Route by scoreHigh scores alert a person straight away; lower scores enter nurture.
- Review every few monthsCompare scores with who actually became a client, and adjust.
A North West financial adviser we work with used automated lead grading alongside his campaigns: 66% of his leads were graded A or B, and he won 18 new clients in six months.
About the author
Klaus S, AI and Automation Lead. Klaus builds the AI and automation behind every account: AI chatbots, AI receptionists and CRM workflows that answer, qualify and follow up every enquiry, at any hour.
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