Client intake questions for sales determine whether you gather useful insights or waste everyone's time. The best questions are specific enough to reveal fit but broad enough to capture unexpected needs. They should cover the fundamentals—budget, authority, need, timeline—while also exploring the context that makes each prospect unique. This guide walks through the essential categories of client intake questions sales teams should ask, with examples you can adapt for your process.
How it works
From scan to conversation in three simple steps
Cover the fundamentals
Budget, authority, need, timeline—these never go out of style. Ask directly but not intrusively.
Explore context
What's driving this initiative? Who else is involved? What have they tried before?
Identify constraints
Technical requirements, compliance needs, organisational politics—know the obstacles early.
What you get
Everything you need to start better sales conversations
Qualification clarity
Distinguish between prospects who are ready to buy and those who are just exploring.
Conversation starters
Their answers give you specific topics to discuss, not generic pitches to deliver.
Priority understanding
Learn what matters most so you can position your solution against their specific criteria.
Stakeholder mapping
Identify who else needs to be involved and what their concerns might be.
Objection preview
Discover potential obstacles before they surprise you in later conversations.
Competitive intelligence
Learn what else they're evaluating and what's working or not with current solutions.
When to use this
Common scenarios where this approach adds value
Designing intake forms
Use these question categories as a starting point when building your intake process.
Training new reps
Teach your team which questions reveal the most useful qualification information.
Improving conversion
If leads aren't converting, review whether your intake questions capture the right signals.
Entering new markets
Adapt your intake questions when selling to new industries or buyer personas.
Example talking points
AI-generated conversation starters based on scan responses
- 1You mentioned evaluating ROI over 18 months. I can share case studies from similar organisations to help with that analysis.
- 2IT approval is required—should we schedule a technical review call before the business conversation?
- 3Your current solution lacks reporting. That's one of our strongest areas. Let me show you specific examples.
- 4You're considering build versus buy. I'd be happy to walk through the hidden costs we've seen organisations encounter with internal builds.