Vocabulary
8 key words for this lesson
LEAD
A person or company that has shown some initial interest in your product but has not yet been qualified as a real opportunity.
We got 40 new leads from the webinar last week, but most of them still need to be qualified before we pitch.
PROSPECT
A qualified potential customer who has the budget, the problem you solve, and the authority to make a buying decision.
Once I confirmed she had the budget and the decision-making authority, she moved from a lead to a genuine prospect.
PITCH
A structured, persuasive presentation of your product that connects its value directly to the prospect's specific situation.
A good pitch isn't a generic walkthrough — it references exactly what the prospect told you during the discovery call.
FOLLOW-UP
Contact made after an initial meeting or pitch to keep the relationship alive, answer questions, and move the deal forward.
Most deals are won in the follow-up, not the first meeting — consistent contact builds trust over time.
CLOSE
To complete a sale by getting the customer's commitment; the moment a prospect agrees to buy.
If you have done the groundwork properly, the close should feel like a natural next step, not a high-pressure moment.
PIPELINE
The set of all active deals at different stages of the sales process, from first contact to close.
Our pipeline looks healthy — we have 12 prospects at pitch stage and three that are close to closing.
QUALIFY
To assess whether a lead is a genuine sales opportunity by checking their budget, need, and decision-making authority.
Before you invest time in any relationship, qualify the lead — it saves hours of work on deals that were never going to close.
NURTURE
To build a relationship with a prospect over time through consistent, valuable contact until they are ready to make a decision.
Not every prospect is ready to buy immediately — some need nurturing for weeks or months before the timing is right.
Phrases
6 phrases and their meanings
MOVE THROUGH THE PIPELINE
To progress from one stage of the sales process to the next.
This prospect is moving through the pipeline faster than expected — she went from lead to proposal stage in under two weeks.
QUALIFY A LEAD
To determine whether a lead meets the criteria to become a real sales opportunity worth pursuing.
Before you book a demo, always qualify the lead — ask about their budget, timeline, and who makes the final decision.
CLOSE A DEAL
To reach the final agreement and get the customer's commitment to buy.
We have been nurturing this account for three months — I think we are finally in a position to close the deal this week.
FOLLOW UP ON
To contact someone again about a specific conversation, proposal, or question.
I sent the proposal on Tuesday — I need to follow up on it before the end of the week or we risk losing momentum.
AT WHAT STAGE IS
A question used to ask where a particular deal currently sits in the sales process.
At what stage is the Harmon deal? I want to make sure we have the right support in place before the next call.
PITCH TO SOMEONE
To deliver a targeted, persuasive presentation of your product to a specific prospect.
I pitched to their entire procurement team last Thursday — they asked a lot of questions, which is always a good sign.
Register
How these words change across different contexts
Register Awareness
Register = choosing the right language for the right situation.
Register Tips
Dialogue
Read the dialogue and hover the blue words for definitions
Riley
DanaOkay Dana, let me walk you through how a deal moves from start to finish. It all begins with a lead.
What makes someone a lead rather than just a random contact?
Intent. They've done something — downloaded a guide, clicked an ad, attended a webinar. They've raised their hand. But before you invest real time in them, you need to qualify them.
What does qualifying actually involve?
Three questions. Do they have the budget? Do they have the problem we solve? And do they have the authority to make the buying decision? If yes to all three, they're not just a lead — they're a prospect.
And then you pitch them?
Exactly — but a pitch is not a product walkthrough. It's a story. You take everything they told you in the discovery call and you build the pitch around their specific situation. A pitch that sounds generic has already lost.
What happens when they don't buy straight after the pitch? That must happen a lot.
All the time — and it's completely normal in B2B. That's where the follow-up comes in. You stay in contact. You answer questions. You share a relevant case study. You nurture the relationship until the timing is right.
How do you know when to close?
When they stop asking questions about whether to buy and start asking questions about how it works. That shift is your signal. At that point, a close is just an invitation — 'Shall I send the contract over?' It shouldn't feel like pressure.
And all of these stages together — that's the pipeline?
Exactly. A healthy pipeline has deals at every stage — new leads coming in, prospects being nurtured, and deals close to closing. If all your deals are at the same stage, something is broken.
Exercises
Complete all three exercises to see your final score
Matching
Click a word, then click its correct definition.
Click a word on the left, then its definition on the right.
Words
Definitions
Fill in the Blank
Drag the correct words from the word bank to complete each sentence.
Sentence 1
We got 40 new— — —from the webinar, but most still need to be qualified.
Sentence 2
Once I confirmed she had the budget and authority, she became a genuine— — —.
Sentence 3
A good— — —references exactly what the prospect told you in the discovery call.
Sentence 4
Most deals are won in the— — —, not the first meeting.
Sentence 5
If you've done the groundwork properly, the— — —should feel like a natural next step.
Sentence 6
Our— — —looks healthy — we have deals at every stage from lead to close.
Sentence 7
Before you invest time in any relationship,— — —the lead first.
Sentence 8
Not every prospect is ready to buy immediately — some need— — —for weeks before the timing is right.
Tip: Think about the meaning of each word and what makes sense in the sentence.
Multiple Choice
Choose the best answer for each question about the dialogue.
1.According to Riley, what makes someone a lead rather than a random contact?
2.What are the three things Riley checks when qualifying a lead?
3.What is the key difference between a lead and a prospect, according to Riley?
4.What does Riley say makes a pitch effective?
5.What does Riley say about prospects who don't buy after the first pitch?
6.According to Riley, when is the right moment to close?
7.How does Riley describe the ideal close?
8.What does Riley say about a pipeline where all deals are at the same stage?
Group Activities
Role-play scenarios and discussion questions for group classes
🎯 Choose the Best Response
Work in groups. Read each situation and decide which response is most effective. At B1-B2 level, the right answer is often the one that moves the deal forward intelligently — not just the polite option. Discuss your reasoning before you click.
Customer says
“A new lead came in from a webinar sign-up. They're a marketing manager at a mid-sized company. What do you do first?”
Salesperson responds…
Customer says
“After your pitch, the prospect says: 'It looks interesting — I just need some time to think about it.'”
Salesperson responds…
Customer says
“A strong prospect has been in your pipeline for two months. They responded well to the pitch but still haven't committed. What's your next move?”
Salesperson responds…
Customer says
“A prospect says: 'We love the product — we just need a few more weeks to finalise the budget.'”
Salesperson responds…
🔗 Customer Profile Match
Read the three deal descriptions. As a group, decide what stage of the sales process each deal is at — and what the right next action is. Use pipeline language from this lesson in your discussion. Click 'Check Matches' when you agree.
Plans / Options
Qualify the lead
The first step with any new contact. Before investing time in the relationship, confirm they have the budget, the problem you solve, and the authority to make a decision. Without this, you risk building a pipeline full of deals that will never close.
Build the pitch and proposal
The prospect is qualified and ready to hear your case. Now your job is to build a pitch that connects your product's specific capabilities to the exact problems they described. A generic proposal won't win here.
Move to close
The prospect is ready to decide. The questions have shifted from 'should we buy?' to 'how does this work?' Your next step is a soft, clear close — make it easy for them to say yes to something they have already decided they want.
Customers — which plan fits each one?
The Harmon Account
A marketing director downloaded a Brightline case study last week and filled in a contact form. Riley has their name and company but knows nothing yet about their budget, team size, or what they are trying to solve. They haven't spoken yet.
The Vela Account
Riley has had two discovery calls with the operations manager. She understands their pain points in detail, the prospect has confirmed budget and authority, and she has asked Riley to send a formal proposal by Friday.
The Marsh Account
Riley sent a proposal three weeks ago. The prospect replied saying they 'loved it' and their CFO has one final question. The last message ended with: 'I think we're ready to move forward — can we talk Thursday?'
✏️ Finish the Salesperson's Line
The salesperson's line has been cut off. As a group, finish it using language from this lesson — pipeline terms, process logic, and B1-B2 level professional phrasing. There is no single correct answer — compare your completions, then click to see one possible version.
Customer
“Dana asks: 'How do I know when a lead is ready to become a prospect?'”
Salesperson
“The shift happens when you have qualified them on three things: …”
Customer
“A prospect says: 'We liked your pitch but we're comparing you with two other providers.'”
Salesperson
“That makes complete sense — I'd expect you to. Can I ask …”
Customer
“Your manager asks: 'Where are we with the Marsh account?'”
Salesperson
“We're at the close stage — the proposal is with them and they've confirmed they're ready to move forward. …”
Customer
“Dana says: 'I feel uncomfortable asking for the close — it always feels like I'm pressuring people.'”
Salesperson
“I understand that feeling, but think about what the close actually is. …”