What Should I Ask When a New Customer Contacts My Business?

By Bill Stilwell · Last reviewed October 17, 2026

The short answer

Write down every way a new customer can reach you, then use the same short set of questions on every channel. Ask when they need help, where the work is, what they need, what budget range they have in mind when it makes sense, and who can approve the job. Collect only what you need to qualify and answer them.

Why it matters

When intake is loose, leads fall through the cracks. A call from your GBP goes to a personal cell that nobody checks. A form asks for nothing useful, so you call back with ten questions. Two people ask different things, so the estimate is wrong. Each of these costs you jobs, and some of them turn into one-star reviews that say “never called me back.”

16.1.1 Intake channels

What it means: a written list of every place a lead can come from: website forms, phone, text, email, GBP calls and links, other listings, referrals, events, and walk-ins.

How to do it: make a simple table with the channel, where it lands (which phone, inbox, or tool), and who checks it. Test each one by sending yourself a lead (see 12.7 Testing Communication Channels). Tag each lead with its source in your customer relationship management (CRM) system (see 15.8 Lead-Source Tracking).

Common mistake: forgetting a channel. Old listings, a Facebook page inbox, or a second phone number keep getting messages nobody sees.

16.1.2 Required information

This line is covered on 11.6.1 Data Minimization. The short version: collect only what you need to qualify and respond.

16.1.3 Urgency

What it means: finding out when the customer needs help.

How to do it: ask early. “When do you need this done?” works for most businesses. Give simple choices on forms, like “Today,” “This week,” “This month,” or “Just planning.” Urgent leads may need a different path (see 16.2.5 Lead Escalation).

Common mistake: treating a burst pipe and a kitchen remodel idea the same way.

16.1.4 Location

What it means: where the service or delivery will happen.

How to do it: ask for the city or ZIP code first. Get the full street address only once you’re booking a visit. Compare it to your service area (see 7.7 Define the Service Area and 14.1.3 Service Area).

Common mistake: driving out to a job that was 40 minutes past your service area because nobody asked.

16.1.5 Scope

What it means: what the customer actually needs.

How to do it: ask them to describe it in their own words, then ask two or three follow-up questions for your trade. A house cleaner might ask about square footage and pets. A roofer might ask about roof age and leaks. Ask for photos when they help.

Common mistake: writing down “fix fence” and finding out on site that it’s 200 feet of new fence.

16.1.6 Budget

What it means: asking about budget where it fits your type of work.

How to do it: for bigger or custom jobs, ask a gentle range question, like “Do you have a budget range in mind?” For small fixed-price services, you may not need to ask. Sharing your typical price range up front can also save both of you time.

Common mistake: skipping the budget talk on a large project and spending hours on a quote the customer could never afford.

16.1.7 Decision-maker

What it means: knowing who can approve the work.

How to do it: ask, “Is anyone else involved in deciding?” For rentals, ask whether the owner or property manager must approve. For businesses, ask who signs off on spending.

Common mistake: giving a full estimate to a tenant who has no authority to hire you.

This line is covered on 12.6 Communication Consent Records. If you plan to text or email leads, capture the consent you need at intake.

When to get help from a pro

Most businesses can set this up themselves. A CRM consultant can help connect forms, calls, and texts into one place. Questions to ask:

Can every channel create a lead record with its source tagged automatically?
Can we use one set of intake questions on forms and calls?
How do we test that every channel still works each month?

Bill’s note

[Bill: add a short note. For example, a client who was missing leads from an old listing or a second phone number, or the intake questions you’ve seen work best for service businesses.]

If you’d rather have this done for you, SiteSmarty sets up Google Business Profiles and websites so calls and forms reach the right person.

How I did this for SiteSmarty

[Date I did this:]
[What I actually did, step by step: the intake channels I listed for SiteSmarty and the questions I ask every lead]
[What it cost and how long it took:]
[What surprised me or what I’d do differently:]
[Screenshot or photo to add, with private info blurred: the SiteSmarty intake form and channel list]
[Result so far:]

Questions people ask

What should I ask a new lead first? Ask what they need, where the work is, and when they need it. Those three answers tell you right away if the lead fits.

Should I ask about budget on the first call? For larger or custom work, yes, as a range. For small fixed-price services, sharing your price range is often enough.

How much information should I collect? Only what you need to qualify and respond. Leave out details like birth dates or account numbers unless the job truly needs them.

How do I find out who makes the decision? Ask directly whether anyone else needs to approve the work, such as a spouse, landlord, or manager.

Audit check

Outline line	Question	Pass looks like	Fail looks like	Evidence to collect
16.1.1 Intake channels	Is every intake channel listed, owned, and tested?	Channel table with owner and test date	Channels nobody checks	Channel list and test log
16.1.3 Urgency	Does intake ask when the customer needs help?	Urgency field on forms and scripts	No timing captured	Form and script copy
16.1.4 Location	Does intake capture the job location?	City or ZIP checked against service area	Out-of-area visits	Sample lead records
16.1.5 Scope	Does intake capture what the customer needs?	Description plus trade questions	One-word notes	Sample lead records
16.1.6 Budget	Is budget asked where it fits?	Range asked on larger jobs	Quotes for jobs far outside budget	Script copy
16.1.7 Decision-maker	Is the person who approves the work known?	Decision-maker field filled	Estimates given to people who can’t approve	Sample lead records

Where this fits

Do this first: 15.8 Lead-Source Tracking, 13.5 Website Forms

Do this next: 16.2.1 Lead Response Ownership

Sources

Google Business Profile Help, "Tips to improve your local ranking on Google" (checked October 17, 2026)
Federal Trade Commission, "Protecting Personal Information: A Guide for Business" (checked October 17, 2026)

This page explains general rules and Bill's own experience. It is not legal, tax, or insurance advice. Talk to a qualified professional about your situation.