2. Strong Lead

This is a potential customer that you now have qualified—this buyer needs your products and has the money and the authority to buy from you. You know that it will still require a real concerted effort to make the sale.

Your focus here is to identify the activities required to distinguish your firm in light of the buyer’s needs, because there are likely to be some specific actions that will need to be accomplished to win this sale. The probability of winning a sale may be in the 25 to 85 percent range (this broad range is a rationale for some firms to sub-divide this category into several others).