I mean that's literally all a lead is is a more or less qualified customer. What else COULD be the problem? I would say aim for questions that more directly qualify them to be a "buyers mindset. " 1. ) Make them type in their budget and make it mandatory to move forward on the form 2. ) Ask if they've every worked with anyone in that industry before, and if so, who? (do they have a history of valuing your service or is it a new idea too them? ) 3. ) Say ON THE LEAD SHEET we will reach back out too you thanks. Pretty much any idea that grooms or notifies the customer that this IS them asking to purchase something. Your goal is to probe the customer to self identify with being your customer - or rather to HYPERBOLE their intent so loudly that their subconscious mind stays consistent with their actions as a buyer. (Buyer=investor. Rather it be buying someones product, buying someones idea, or even buying that romantic partner is the right one for you) That way when they go to buy or are made an offer they've been extremely prepped to self identify as the customer so their internalized identity is brought lock and key too the sale. Short answer; ask the customer questions concerning the details of their purchasing behavior. If you don't they don't identify with being a customer, they begin to identify as a NON CUSTOMER WHO SOMEONE IS BEING SOLD SOMETHING THEY DON'T WANT, CARE ABOUT, AND HAVE NEVER CARED ABOUT BEFORE. And you don't want that self imposed identity to be created for the sale. Ask deeper purchase questions, make the customer IDENTIFY as your customer. You would ask a child "are you brave? Yes you are. Go be brave. " As you would sell confidence to somebody, you're selling them the confidence "you're a accomplished purchaser of goods and services that bring you results right? You ARE the type of person who would need THIS kind of marketing, correct? Well what a coincidence here we are. " Like any advertisment, it is about getting the customer to identify with the customer.