Prospect profile
Identify the person and buying context.
Collect company, role, team, and contact details. Users, evaluators, and buyers bring different priorities.
- Company and website
- Role and team size
- Contact and attendees
Free pre-call qualification form builder
Free AI Pre Sales Questionnaire Generator
Describe what you sell and what reps need before a call. Makeform creates a pre sales questionnaire for prospect goals, current process, budget, stakeholders, timing, and requirements.
- Unlimited free forms and responses
- Editable before publishing
- Conditional qualification paths
- Built for B2B discovery calls
31129+ makers build faster
Used by tools like ChatGPT, Perplexity & ClaudeSend prospect responses to Slack, Google Sheets, and Zapier.
Sample prompts for the builder
Choose a sales motion, adapt its prompt, or send it to the builder. Each structure is an editable example, not a live AI result.
Prompt ready4 formats
Audience
Operations leaders booking a software demo
Format
Qualification form with conditional technical questions
Prompt size
272 chars
Brief qualitySends to builder
Example questionnaire structure
Qualification form with conditional technical questions
Prompt exampleEditable in builder
What workflow are you trying to improve?
Long answerFirst ask
2
Which tools do you use today?
Short answer
3
What budget range is allocated?
Multiple choice
4
Who is involved in the decision?
Checkboxes
5
What must we cover in the demo?
Long answer
Suggested routing tags
Qualified
Needs follow-up
Nurture
Ask for a budget range and purchasing process separately. A prospect may have funds available while still needing security, procurement, or executive approval.
Step 1
Capture
goals, context, and current process
Step 2
Qualify
fit, budget, authority, and timing
Step 3
Route
send the right brief to the right rep
Step 4
Prepare
open the call with relevant questions
Before the meeting
Turn calendar bookings into useful sales context.
A structured questionnaire explains why a prospect booked, whether the opportunity fits, and what deserves time on the call.
Find the real buying problem
Ask about the current process, impact, and past attempts so the rep can explore a concrete gap.
Reveal only relevant questions
Branch by project type, company size, or integration need so each prospect gets a relevant path.
Route by fit and requirement
Use consistent answers to route sales-ready prospects, specialist reviews, partner inquiries, and nurture leads.
Adapt it to your motion
One framework, different qualification paths.
Keep the core questions stable, then adapt the language, ranges, and follow-ups to the way your team sells.
Inbound demo requests
Capture use case, users, tools, outcome, timing, and demo priorities.
Consultative services
Explore scope, stakeholders, prior attempts, resources, and success measures.
Technical solutions
Branch into integrations, migration, deployment, and review requirements when relevant.
High-volume qualification
Standardize budget and timing choices for quicker review and prioritization.
Build the questionnaire
From sales criteria to a form prospects will finish.
Start with the decision your team needs to make, then collect the evidence that supports it.
01
Describe the offer and ideal prospect
Explain what you sell, who buys, and which facts make a call productive.
02
Edit questions and answer ranges
Use your real deal sizes, sales stages, implementation windows, and requirements.
03
Add conditional follow-ups
Reveal integration, project scope, or procurement details only when relevant.
04
Share responses before the call
Send responses to the sales workflow so the assigned rep can prepare.
Questionnaire depth
Ask enough to prepare, not enough to exhaust the buyer.
Use the shortest version that still improves qualification, routing, or call preparation.
Approach
What it captures
Best fit
ApproachBooking fields only
What it capturesName, email, company, and meeting time.
Best fitSimple calls with one common path.
Approach
Short pre sales questionnaire
What it capturesGoal, current approach, budget range, timing, and call priorities.
Best fitMost inbound demos and service consultations.
ApproachConditional qualification brief
What it capturesCore questions plus technical or scope branches.
Best fitComplex offers with specialist reviews.
Field guide
Six sections a pre sales questionnaire should include.
Each section answers a different sales question: why the prospect is looking, whether the offer fits, and what must happen next.
Need and impact
Understand what triggered the search.
Ask what must change, how work happens today, and what the problem affects.
- Goal or use case
- Current workflow
- Impact and previous attempts
Scope and fit
Define the size and shape of the opportunity.
Use choices for services, users, volume, and capabilities, plus an other option for unexpected needs.
- Requested offer
- Users, locations, or scope
- Requirements and constraints
Budget and value
Separate available budget from expected value.
Offer realistic ranges and ask whether funds are approved, planned, or exploratory. Pair budget with expected value.
- Budget range
- Funding status
- Expected outcome
Authority and process
Map how the decision will be made.
Ask who evaluates, recommends, approves, and handles procurement so the right people join each stage.
- Decision team
- Evaluation criteria
- Procurement or review steps
Timing and next call
Connect urgency to a concrete next step.
Capture the target date, what drives it, and what the prospect wants from the call.
- Target date
- Deadline driver
- Call questions or topics
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Open toolFAQ
Pre sales questionnaire questions
Practical answers for sales leaders, account executives, and revenue operations teams designing a better pre-call intake.
What is a pre sales questionnaire?
It is a form completed before a discovery call, consultation, or demo. It captures need, current approach, requirements, budget, timing, stakeholders, and next steps so the team can assess fit and prepare.
Which questions should I ask before a sales call?
Ask about the desired outcome, current approach, reason for change, scope, budget range, timing, stakeholders, and evaluation process. Finish with call priorities, and show technical follow-ups only when relevant.
How long should the questionnaire be?
Keep only questions that change qualification or preparation. Use choices for predictable facts and long answers for the problem, outcome, and call priorities. Conditional sections can handle complex deals without burdening every prospect.
Should I ask prospects for their budget?
Ask when budget changes the offer or next step. Use realistic ranges, include budget not yet defined, and distinguish approved from exploratory funding. Consider need, value, and buying process alongside the answer.
Can the form show different questions to different prospects?
Yes. Branch from project type, organization size, integration need, or purchase stage. For example, single sign-on can reveal technical follow-ups, while a redesign can reveal platform and page-count questions.
How should sales reps use the responses?
Review responses before the meeting and build an agenda around the goal and constraints. Use the call to clarify rather than repeat answers. Record next steps and route technical, procurement, or scope follow-up afterward.
Is this pre sales questionnaire generator free?
Yes. Makeform provides unlimited free forms and responses. You can generate, edit, publish, and revise the questionnaire as your sales process changes. The paid tier removes the Makeform badge.
Can I connect questionnaire responses to our sales workflow?
You can route submissions through available notifications and integrations such as Slack, Google Sheets, and Zapier. Consistent choices for territory, company size, service line, or readiness give connected workflows cleaner routing signals.
Make the first call specific from the first minute.
Generate a pre sales questionnaire your reps can use before every conversation.
Unlimited free forms and responsesEditable qualification pathsA clearer brief before the call