Definition
Lead routing is a set of rules that decides what happens to each inquiry after it arrives, such as a call today, a booked time, an email reply, or a polite no. When the owner does all the selling, routing decides what to do first, not who gets the lead.
What is lead routing?
Lead routing is a set of rules that decides what happens to each inquiry after it arrives. It is not the same as lead scoring, which gives each inquiry a number. Routing decides what that number leads to.
How is lead routing different when the owner is the whole sales team?
In a large company, routing usually means choosing which salesperson gets a lead. A small business has no one to hand it to. The owner gets every inquiry. So the real question is which one to answer first, and how.
That makes the rules simpler. Each rule names a next step, not a person. For example: call now, offer a time, reply by email this week, or say kindly that it is not a fit.
What does lead routing look like for a small business?
Here is an example for a plumber who works alone. The score ranges and steps are samples, not settings to copy.
| Score | Next step |
|---|---|
| 70 to 100 | Call back the same hour |
| 55 to 69 | Offer a time to talk |
| 40 to 54 | Reply by email within a day |
| 15 to 39 | Reply by email this week |
| Under 15 | Say kindly that it is not a fit |
A burst pipe and a quote for next spring look the same in an inbox. The rules put the burst pipe first, before the owner has to read either one.
How does Qualiform route a lead?
In Qualiform, the score places each lead on one of five rules on the Routing tab. They go from "called right away" down to "politely turned away."
- Each rule has a cut-off score and a label.
- The reason for the rule a lead lands on is written onto the lead.
- The rules run in code, so the same answers always get the same next step.
- If a visitor answers too few of your scored questions, the lead drops to the fourth rule. It does not get the offer its score would earn.
- No time is offered to visitors until you save the Booking tab once, with your hours or a scheduling link.
- The bottom rule tells a visitor they are not a fit. It stays off until you switch it on.
To write rules for your own business, read the guide to lead routing rules for a small service business.
Common questions
Do you need software to route leads?
No. You can write your rules on paper and follow them by hand. The cost is that you must read every inquiry before you know what to do with it. On a busy day, the rules get skipped.
Should a low score ever turn someone away?
Only when the reason is physical, such as a job outside the area you cover or more guests than a room holds. A low budget from someone who has not seen your prices yet is a starting point. Let it rank low instead.
Does the AI decide where a lead goes in Qualiform?
No. The rules run in code. The AI is told what to offer the visitor, but never the score or the reason. It closes the conversation with that offer.