Fit
Ask:
- Does the work match our services?
- Do we have the required skills?
- Is the expected project size appropriate?
- Can our team realistically deliver it?
- Is this a client relationship we want to build?
If the core fit is weak, think carefully before allowing budget alone to drive the decision.
Business need
Check:
- Is there a real problem to solve?
- Does the client know what outcome they want?
- Is the project connected to a business priority?
- What happens if they do nothing?
A clear business need usually creates stronger momentum than a vague request for "a new website" or "some improvements".
Budget
Ask:
- Is there a budget?
- Is it realistic for the expected scope?
- Has the client discussed budget openly?
- Is there flexibility if requirements change?
"No confirmed budget yet" is different from "the expected budget is clearly incompatible with the project".
Treat them differently.
Decision process
Check:
- Who makes the final decision?
- Are they involved?
- Who else influences the purchase?
- Is procurement required?
- Is there a defined approval process?
If no one knows how the decision will be made, the opportunity may remain stuck regardless of how good the proposal is.
Timeline
Ask:
- Is there a real deadline?
- Why does that date matter?
- Is there enough time for discovery, delivery and QA?
- Is the client expecting immediate work before basic requirements are known?
Artificial urgency is an important signal.
Readiness
Check whether the client can provide:
- requirements,
- access,
- stakeholders,
- existing documentation,
- technical context,
- feedback.
A good opportunity can still be unready.
The right next step may be discovery rather than estimation.
Risk
Look for:
- unrealistic expectations,
- very large scope and small budget,
- repeated changes before the project begins,
- unclear ownership,
- difficult communication,
- demand for extensive unpaid work.
The final question
Ask:
If this lead landed on our desk again tomorrow, knowing everything we know now, would we still choose to invest time in it?
If the answer is uncertain, identify exactly what information would change the decision.
That becomes the next step.
When the answer is positive, create a realistic first estimate and keep the later project start decision separate from sales qualification.