qualified lead

Any respondent to a promotional effort whose interest in making a purchase is likely to be high on account of measures (qualifiers) taken  to discourage casual responses.

A direct mail marketer may qualify an inquiry by requiring payment of postage; a textbook publisher may require full course information before sending an examination book; a catalog house may ask a nominal charge for a catalog; or an inquirer may be telephoned to establish serious interest.

Synonyms: qualified inquiry, qualified response

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