Lead scoring explained: how to know who to call first
Your rep has 60 leads and an 8-hour day. Where do they start? Lead scoring answers that and, used well, raises your close rate without changing anything else.
Give a rep a list of 60 leads with no order and you'll see the same thing as always: they'll start at the top, or with the names that ring a bell, or with the easiest phone to reach. In other words, at random. And random is a terrible criterion when selling time is limited.
Lead scoring fixes that. It's a system that scores each lead by its probability of closing, so your team knows, every morning, exactly who to start with.
What lead scoring is
It's assigning each lead a score —usually 0 to 100— that combines two things: how well they fit your ideal customer (sector, area, size, budget) and how much intent they show (what they did, when, with what urgency). The higher the score, the closer to the close and the more it deserves an immediate call.
Fit + intent = score. A lead can fit your profile perfectly but be in no rush (medium score), or show huge intent but not quite fit (medium score). The ones that close fast score high on both.
What goes into the score
- Profile fit: are they in the sector, area and size you work?
- Intent signals: did they ask for a quote, compare options, ask about availability? We cover it in 9 intent signals.
- Freshness: an hour-old lead is worth more than a week-old one.
- Stated urgency: "I need it this month" weighs more than "just looking".
- Budget: a contact with a defined budget is closer to yes.
How to use it day to day
- High score (80-100): call within minutes. These are your closes. Response speed here is everything.
- Medium score (50-79): same-day contact and into a nurturing sequence if they don't answer.
- Low score (<50): automation and light follow-up. Don't burn your best rep here.
Lead scoring doesn't create new sales. It makes the sales already in your list arrive sooner and escape less.
How we do it at CompraLeads
Every lead we deliver in the intent and closing tiers arrives with its score, so your team doesn't have to guess. You receive a list already sorted by probability of closing. Write to contacto@compraleads.es and stop calling at random.