Mastering Lead Qualification: Engaging Questions for Sales Success with the CHAMP Framework

Discussion guide on using CHAMP to qualify leads. What questions to ask your clients. Discussion guide on using CHAMP to qualify leads. What questions to ask your clients.

Author Name : Lekhna M.S

Posted On : 26 JULY 2023


"Every lead is not the paying customer, but every paying customer was a lead." This statement itself reflects the importance of every lead. But how does a sales team decide whether a lead is worth giving time and effort?
If done correctly, lead qualification frameworks can be a blessing in disguise. CHAMP- Challenges, Authority, Money, and Prioritization- is a qualification methodology that helps companies choose quality leads while optimizing their sales efforts and improving overall conversion rate. However, how should it be done? How do we find prospects' pain points or challenges without letting them feel they are being put through an interview? The answer is a balanced and appropriate questionnaire with active listening. In this blog post, we will provide some pointers and a list of engaging questions on how to guide the conversation effectively that aligns with the CHAMP framework.

Guiding the Discussion

Step 1: Establish Rapport

Creating a comfortable atmosphere for an open discussion is essential. Begin the lead qualification process by introducing yourself and establishing a friendly and professional rapport with the prospect. Always express genuine interest in their needs.

Step 2: Use Open-Ended Questions

Encourage the lead to share their pain points, goals, and challenges using open-ended questions. These questions allow the prospect to provide detailed insights without feeling pressured or boxed into predefined answers.

Step 3: Introduce Specific Questions Gradually

As the conversation progresses, gradually introduce more specific and direct questions related to the CHAMP framework. Inquire about their challenges, authority, money, and priority. Along with this, find out whether they have explored other solutions.

Step 4: Active Listening and Customization

Listen to the lead's responses and tailor your follow-up questions based on their unique situation. Avoid a rigid checklist approach and customize the conversation to address their concerns and preferences.

Engaging Questions for the CHAMP Framework:


  • What are the main challenges or obstacles you currently face in your industry?
  • What challenges are you trying to overcome with this purchase?
  • How have these challenges impacted your business or operations?
  • Any specific purpose you want to achieve through this solution?
  • What challenges were you facing in your process so far?
  • Can you describe the consequences of not addressing these challenges?


  • Is there anyone else you need to discuss this process with before you decide?
  • Who usually makes this kind of decision within your company?
  • Who else is part of the purchasing process?
  • Who is typically involved in the decision-making process within your organization?
  • Can you share the key stakeholders and their roles in the decision-making process?


  • What budget have you allocated for a solution to address these challenges?
  • How do you typically evaluate the return on investment for such solutions?
  • Can you share your specific financial goals or expectations for this investment?
  • Do you already have a budget allocated?
  • Can you give us an idea about your allocated budget?


  • How would you prioritize addressing these challenges compared to other organizational initiatives?
  • What is the urgency and importance you place on resolving these challenges?
  • Are there any specific deadlines or events that necessitate timely action?
  • How soon are you planning to achieve this goal?
  • Are you focusing on anything more urgent than this issue in your company?


Effective lead qualification using the CHAMP framework requires a thoughtful and consultative approach. By building rapport, contextualizing questions, and actively listening, salespeople can engage prospects in meaningful conversations while gaining valuable insights. The CHAMP framework, focusing on Challenges, Authority, Money, and Prioritization, effectively provides a structured guide to qualifying leads. By incorporating these questions seamlessly into the conversation, sales professionals can gather the necessary information and align their solutions with the prospect's challenges and priorities

Further Reading:

  • Learn about other Lead Qualification frameworks like BANT, ANUM, FAINT, MEDDIC, GPCTBA/C&I
  • Implementing a CHAMP Lead scoring Framework on Pronnel: Know More About How You Can Implement a Lead Scoring Mechanism on your Lead Management Board in Pronnel.
  • Read more about how you can guide an exploratory Sales discussion to Qualify Leads Based on the CHAMP Framework. What questions can you ask? How?