> ## Documentation Index
> Fetch the complete documentation index at: https://docs.brilo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Set up AI lead qualification

> A complete Brilo setup for qualifying leads on the phone before your team calls back, with the instructions to copy and what to send your CRM.

This is the setup for having your agent qualify enquiries before your team spends time on them: asking the same
questions every time, writing the answers into your CRM, and putting the hot ones straight through. It works for
inbound enquiries and for calling new web leads back within a minute.

## What this setup does for you

Every enquiry gets the same questions in the same order, and the answers land in your CRM before your team picks
the lead up. Your salespeople stop spending mornings on enquiries that were never going to buy, and a genuinely
hot lead reaches a person while they are still interested.

## What good looks like

* **Every lead qualified the same way**, so you can compare them.
* **The answers in your CRM**, not in somebody's notebook.
* **Hot leads transferred immediately** rather than queued for a callback.
* **A written record of what was said**, which is worth more than a score when a salesperson prepares.

## What to put in your instructions

Paste this into your agent's **Prompt** tab and change everything in square brackets. The qualifying questions
are the part to think hardest about: four is usually plenty on a phone call.

```
You answer enquiries for [business name], a [what you do]. Your job is to understand what the
caller needs and collect enough detail for our team to help them properly.

Greeting: "Thanks for calling [business name], are you looking for [what you sell]?"

Qualify by asking, in this order:
1. What they need, in their own words.
2. [Question two, for example: what size is the property / how many vehicles / what is the
   timescale].
3. [Question three, for example: when do they need it by].
4. [Question four, for example: have they had a quote already].

How to behave:
- Ask one question at a time and let them answer.
- Never ask more than four questions before offering to help them.
- If they ask a question, answer it before continuing.
- Do not read the questions out like a form. Make it a conversation.

Always collect: their full name, their phone number, and their email address if they will give
it.

Transfer straight away if:
- They say [your definition of a hot lead, for example "ready to buy", "need it this week",
  a budget above X].
- They ask to speak to a person.

Otherwise: tell them somebody will call them back [within your real timescale], and confirm
their number back to them.

Never:
- Never quote a price for [the things that need a proper quote].
- Never promise a specific person will call.
- Never keep qualifying somebody who has said they are just browsing. Thank them and end
  politely.
```

## What your agent needs to know

* **What you sell and what you do not.** The second half stops you paying for calls about work you do not take.
* **Your rough pricing or how pricing works**, since almost every lead asks.
* **Your service area**, so out of area callers are handled quickly rather than qualified pointlessly.
* **Your lead times**, because "when can you do it" is the other question everybody asks.
* **The answers to your five most common objections.**

## What to let your agent do

| Action                                                          | Why                                                    |
| --------------------------------------------------------------- | ------------------------------------------------------ |
| [Update your CRM](/actions/update-your-crm)                     | Where the qualified lead has to end up                 |
| [Pass the call to a person](/actions/pass-the-call-to-a-person) | For the hot ones, using a warm transfer with a summary |
| [Send a text or email](/actions/send-a-text-or-email)           | To send a brochure, a price guide, or a booking link   |
| [Schedule a callback](/actions/schedule-a-callback)             | For leads that need a person but not right now         |

For calling new web leads back automatically, add a campaign: see
[Outbound follow up](/recipes/outbound-follow-up).

## What to test before you go live

1. **A perfect lead.** Does it qualify, then transfer?
2. **A time waster.** Does it end the call politely rather than qualifying for five minutes?
3. **An out of area caller.** Does it say so early?
4. **A caller who asks the price first.** Does it answer, or dodge and keep asking questions? Dodging loses
   leads.
5. **Check the CRM record.** Are the four answers there in a form your salesperson can use?
6. **Read the summary.** Would you know what to say when you rang this person back?

## Rules to know

* **Recording and consent** apply to sales calls like any other. See
  [Telling callers they are recorded](/compliance/telling-callers-they-are-recorded).
* **Calling leads back** is a different obligation from answering them. If you are calling lists rather than
  returning enquiries, read
  [Calling rules you should know](/compliance/calling-rules-you-should-know).

## FAQ

<AccordionGroup>
  <Accordion title="Can Brilo qualify leads on the phone?">
    Yes. Your agent asks the questions you set, in order, collects contact details, writes the answers to your
    CRM, and transfers the leads that meet your definition of hot. Every enquiry gets the same treatment.
  </Accordion>

  <Accordion title="What questions should it ask?">
    Four at most, and the four that actually change what you do next: what they need, the size or scope, the
    timescale, and whether they are already talking to somebody. More than four on a phone call starts to feel
    like an interrogation and callers drop out.
  </Accordion>

  <Accordion title="Where do qualified leads end up?">
    In your CRM, if you connect one, along with the summary of the call. Without a CRM they are on the call record
    in Brilo, and you can have them emailed or texted to you as each call ends. See
    [Update your CRM](/actions/update-your-crm).
  </Accordion>

  <Accordion title="Can it score or rank leads?">
    You decide what counts as hot in your instructions and your agent acts on it: transfer, callback, or a polite
    close. That is more useful than a number, because it changes what happens on the call rather than after it.
  </Accordion>

  <Accordion title="Can it book the good ones straight into a calendar?">
    Yes, and for many businesses that is better than a transfer. Add the booking action so a qualified lead leaves
    the call with an appointment. See [Book appointments](/actions/book-appointments).
  </Accordion>

  <Accordion title="Can it call a new web lead back within a minute?">
    Yes, with an outbound campaign triggered from your form. Speed is the single biggest factor in whether a web
    lead converts. See [Outbound follow up](/recipes/outbound-follow-up).
  </Accordion>

  <Accordion title="Can it stop wasting my team's time on tyre kickers?">
    That is the point of this setup, and the instruction that does it is the one telling your agent to end the
    call politely when somebody says they are just browsing. Without it, your agent will qualify everybody
    equally thoroughly.
  </Accordion>

  <Accordion title="Can it pass a hot lead straight to a salesperson?">
    Yes, and use a warm transfer with a summary so your salesperson picks up already knowing what the caller
    wants. See [Pass the call to a person](/actions/pass-the-call-to-a-person).
  </Accordion>

  <Accordion title="How do I see which leads came from my agent?">
    Set a fixed value on the CRM action marking the source, so every record your agent creates is identifiable.
    That is also how you work out what this setup is worth.
  </Accordion>
</AccordionGroup>

## Related

* [Update your CRM](/actions/update-your-crm) for where leads land
* [Pass the call to a person](/actions/pass-the-call-to-a-person) for hot leads
* [Outbound follow up](/recipes/outbound-follow-up) for calling web leads back
* [Book appointments](/actions/book-appointments) to convert on the call
* [Read a call transcript](/reports/read-a-call-transcript) to prepare before ringing back