Sales Techniques - Prequalifying Leads

“A-B-C – Always Be Closing.” – Glengarry Glen Ross

Whether you’re leading a multimillion-dollar firm or just kicked off a two-person design studio, you’re getting the same types of phone calls and leads as everyone else. The difference? What you do with them.

Sales success isn’t about luck—it’s about having a system. In this article, we’ll share practical strategies that help turn those first conversations into quality projects (and real profits).

Stop Prequalifying—Start Eliminating Bad Leads

If you’ve ever asked yourself, “How do I prequalify my leads?” you’re already halfway there. Bad leads cost you time, energy, and valuable focus. But what if they never contacted you in the first place?

Here are three practical ways to filter your leads before the phone even rings:

1. Narrow Your Niche

The more focused your niche, the better your leads will be.

That could mean specializing in a specific type of work, such as rain gardens, native planting, or modern outdoor living spaces, or targeting a particular audience, like busy professionals, retirees, or high-income homeowners in gated communities.

The goal is to stop being the "jack-of-all-trades" landscaper and instead become the go-to expert for a particular type of project and client. This level of clarity isn’t limiting; it’s liberating. It tells the right people that you’re the right fit.

2. Market With Purpose

Most marketing sounds the same:
“Award-winning. One-stop shop. Trusted since 1999.”

It’s vague, generic, and forgettable.

Instead, speak directly to your ideal client’s needs. Every post, ad, blog, or portfolio update should reinforce the kind of work you want more of and how it helps them. Showcase designs that match your niche. Tell stories about real clients and how your work solved their problems or brought joy to their family.

A few marketing tips for reaching your niche:

• Use photos and language that reflect your ideal client’s lifestyle.
  
  
• Sponsor or speak at events that target your demographic.
  
  
• Write articles or post blogs that answer your ideal client’s specific questions (e.g., “How much does a luxury backyard cost?” or “Design ideas for families who love to entertain.”)
  
  

Positioning yourself as an expert within your niche leads to fewer unqualified calls and more of the right ones.

3. Use Your Website to Filter Calls

Think of your website as your virtual assistant—one that works 24/7 to screen your leads.

Here’s how to make it do the heavy lifting:

• Be specific about location – List the cities, neighborhoods, or service radius in which you work.
  
  
• Showcase only your best projects – And make sure they align with your niche.
  
  
• Set expectations – List your design fee range or starting price points. If you don’t take projects under $20,000, say so. It may feel risky, but it filters out tire kickers and attracts serious clients who value your expertise.

In Summary:

By defining your niche, marketing with intent, and using your website as a filter, not just a billboard, you’ll spend less time chasing the wrong leads and more time doing what you love for people who value it.

And that’s how you build a business that sells itself.