Sales — qualifying stage (Script B1)

Before you pitch anything, find out if they're worth pitching to.

This is the piece before the pitch: how a Warm Lead becomes Qualification Complete. It's the same B1 script that's in the Sales Playbook's "The Call" section, laid out as a visual field-by-field cheat sheet for the live call. The offer, pitch, and close (Script B2) live in the Playbook — this page stops where that one picks up. Phone-friendly quick reference: the Call Card. Company-wide context: Team Overview.

The pipeline (GHL Sales Pipeline)

Cold Leads

Warm Lead

Qualification Complete

Offer Prep

Offer Presented

Closed Won

—

Closed Lost

Your part starts at 02. The SDR's two-call sequence gets a contact to Warm Lead before it ever reaches you — that handoff auto-posts to #warm-handoffs in Slack. Your job on this page is the hop from 02 to 03. A lead can also drop straight to Closed Lost from here, and that's a correct outcome, not a failure: a disqualified lead you logged honestly is worth more than a qualified-on-paper lead that wastes an Offer Prep.

03 · Qualification Complete — the meta

Two questions, really: is this a real business, and do they want what we sell?

Every question in the call below exists to answer one of these two things. Hold the answers up against this checklist before you ever suggest a next step.

Good fit

Concrete contractor, doing real recurring revenue — not a side gig
Says out loud that they want more leads, more visibility, or to grow
Has room to take on more work if it showed up next week
No full-time in-house marketing person already owning this
Can put a real number on their service area — they've thought about how far they'll drive
Can afford the conversation — not asking for free work

Not a fit — end the call, don't force it

Solo operator who's happy solo and says so — no interest in taking on more
Already maxed out and turning down work — more leads don't help them right now
Flatly no budget, not "let me think about the price"
Already has an in-house marketing hire doing this exact job
Outside any realistic service area, even for the widest travel radius

Discovery — what you're actually listening for

In GHL field order — ask naturally, don't read this like a form, but get to all of it. Every row is a real field on the Opportunity's Qualification tab in GHL (confirmed live 2026-08-31, already built — nothing here needs to be created).

Services

What they mainly focus on."What kind of concrete work do you mainly focus on — driveways, patios, flatwork, retaining walls, stamped concrete?"

Current Source of Leads

Where business comes from today, and whether someone else already owns this relationship."How are you currently getting most of your leads? Are you working with any other marketing or lead-gen company right now?"

Currently How Many Leads a Week

Baseline volume."About how many leads would you say you're getting in a typical week?"

Closing Rate %

How efficiently leads become jobs today."Out of the leads you get, roughly what percentage turn into an actual job?"

Service Area

Sets the realistic radius for the pitch and the fit check."How far from your home base are you typically willing to travel for a job?"

Growth Direction
(BYB / FTL)

The branching question — record it as data, don't treat it as a pitch trigger."Are you more interested in building out your own brand — your own website, your own online presence — or would you rather just have leads coming in without worrying about the brand side?"

Current Softwares

What they're already paying for and used to."Are you using any software right now — job systems, a CRM, anything like that?"

Size of Team

Capacity context."How big is your team right now — employees, 1099s, subs?"

Weekly Work Capacity

How much more work they could realistically absorb."Realistically, how much more work could you take on and still keep up the quality?"

Annual Revenue

Sets which tier is realistic before you ever say a price."Just so I get a sense of size — ballpark, are you over $250K a year? Over $500K? Over $1M?"

Marketing Budget

What they already spend, if anything."Roughly what are you spending on marketing right now, if anything?"

Nightmare

The pain, in their own words — this becomes the pitch angle, not the feature list."What's the biggest headache right now — what keeps you up at night, or what do you wish would just stop happening?"

Dream Outcome

The goal, in their own words."What's the goal here for you — more income, a specific number, not relying on referrals as much?"

Notes

Anything else worth remembering that doesn't fit above.

02 → 03 · How it actually sounds

The qualifying call (Script B1)

This is the practice script — word-for-word identical to the Playbook's "Qualifying call" section, just broken into steps here. Say it in your own words once you know it cold; the questions matter more than the exact phrasing. Floor rule: call within 15 minutes of the SDR's "yes."

Open — reconnect the threadWarm, not cold

They already talked to the SDR days ago. Your first job is proving you know that, fast — reference the SDR by name before the prospect has to ask "wait, who is this again?"

"Hey, I know you spoke with [SDR name] a few days ago — she mentioned you might be able to take on more leads, so I wanted to follow up."

Qualify — all 13 questions, in field order

Work through discovery naturally, but get to all of it — every answer has a home on the Qualification tab. Full detail (why each one matters) is in the Discovery table above.

"What kind of concrete work do you mainly focus on — driveways, patios, flatwork, retaining walls, stamped concrete?"
"How are you currently getting most of your leads? Are you working with any other marketing or lead-gen company right now?"
"About how many leads would you say you're getting in a typical week?"
"Out of the leads you get, roughly what percentage turn into an actual job?"
"How far from your home base are you typically willing to travel for a job?"
"Are you more interested in building out your own brand — your own website, your own online presence — or would you rather just have leads coming in without worrying about the brand side?"
"Are you using any software right now — job systems, a CRM, anything like that?"
"How big is your team right now — employees, 1099s, subs?"
"Realistically, how much more work could you take on and still keep up the quality?"
"Just so I get a sense of size — ballpark, are you over $250K a year? Over $500K? Over $1M?"
"Roughly what are you spending on marketing right now, if anything?"
"What's the biggest headache right now — what keeps you up at night, or what do you wish would just stop happening?"
"What's the goal here for you — more income, a specific number, not relying on referrals as much?"

Close of this call — book, don't pitch

"Based on what you're telling me, I think we can help — let me put together something specific to your business and walk you through it. Does [day/time] work for a follow-up?"

Nothing gets pitched or closed here — that's Script B2, next call. Book the Offer call, move the deal to Offer Prep, and make sure every Discovery field above is filled in. Then write 1–2 plain-language sentences in Qual Call Analysis — qualified or not, and why — for whoever preps the Offer call next. Right now that's you again, but write it like someone else has to pick it up cold.

Not a fitThank them for their time, end the call. Move straight to Closed Lost with the real reason — a clean disqualify is a correct outcome, not a wasted call.

The system of record

What's already built in GHL, by stage

All of this is live today, confirmed directly against the account — nothing below needs to be built. If a field's empty, the deal isn't actually at that stage yet, regardless of what the pipeline column says.

Qualification Complete — the 13 fields above, plus Notes

See the Discovery table in Fit Check above for the full field-by-field list — Services through Dream Outcome, plus a free-text Notes field. 21 custom fields exist on the Qualification tab in total; these 14 are the ones this call's script fills in.

Offer Prep

Field	Notes
Deck URL	Link to the Offer Prep deck once it's built
Loom URL	Recorded walkthrough, if used instead of/alongside live
Offer Call Notes / Analysis	Prep notes going into the Offer call
Contract URL	Unsigned contract
Signed Contract URL	Signed contract, once closed

Offer Presented

No dedicated fields beyond Offer Prep's yet — this stage isn't separately scripted either. Script B2 (the pitch, objections, and close) still carries the old single-call version unchanged; it hasn't been rebuilt for the two-call model. Use it as-is for now.

Closed Won / Closed Lost

Lost Reason is a native GHL field (not a custom one) — it only shows up once Status is set to Lost, not from Stage alone. Seven reasons are configured, tailored to LocalStrong's ICP. A Closed Won deal auto-posts to #closed-deals in Slack.

Note: this replaces an earlier version of this page that used placeholder field names invented before the real Qualification tab was checked against the account. Everything above is confirmed against the live GHL account, not guessed.