Internal · Sales Playbook
Internal · Sales Playbook
Standard definitions for the lead status field in Workiz. Every lead has exactly one stage, updated after every touchpoint. Interim stages always carry a next action and a date — leads only rest in an ending stage.
Which stages are workable, what each one requires before saving, and where a lead is allowed to go next.
| Stage | Type | Required before saving | Allowed next stages |
|---|---|---|---|
| TBD | Interim — same day only | Nothing — but must be re-staged same day | Any stage |
| No Answer | Interim | Log each touch (call/SMS/email) | Follow Up, Booked, Book Later, Seeking Approval, Price Shopping, Low/No Budget, Wrong Number, No Reply-Ghosting |
| Follow Up | Interim | Scheduled follow-up date + reason | Booked, Book Later, Seeking Approval, Price Shopping, Low/No Budget, Lost to Competitor, No Reply-Ghosting |
| Seeking Approval | Interim — forced outcome | Approver name + expected decision date | Booked (Won), Book Later, Low/No Budget, Lost to Competitor — nothing else |
| Book Later | Interim | Reminder date — required, no exceptions | Booked, Follow Up, Low/No Budget, Lost to Competitor, No Reply-Ghosting |
| Price Shopping | Interim | Our quoted price + qualifying question answer | Booked, Book Later, Lost to Competitor, No Reply-Ghosting |
| Booked | Won — interim | Date, time, scope, price confirmed | Completed, Cancelled |
| Completed | Won Ending ✓ | Payment collected, review requested | — (new work = new lead) |
| Cancelled | Lost Ending ✓ | Cancellation reason | Book Later (only if timing-related) |
| Lost to Competitor | Lost Ending ✓ | Who they chose + why | — (re-open as Follow Up if they return) |
| Low/No Budget | Lost Ending ✓ | Budget gap / reason | — (re-open as Follow Up if budget changes) |
| No Reply-Ghosting | Lost Ending ✓ | Breakup message sent + added to nurture | — (re-open as Follow Up if they resurface) |
| Wrong Number-Bad Call | Not a lead Ending ✓ | Nothing | — |
| Marketing-Sales Call | Not a lead Ending ✓ | Nothing | — |
A lead in any of these stages is being worked. Every one of them must carry a next action and a date. A pipeline review should find zero interim leads without a scheduled next touch.
Definition: Default stage. Lead has come in but hasn't been qualified or contacted yet, or the outcome of the first contact is not yet clear.
Definition: We attempted contact (call/text/email) but never reached the lead. No two-way conversation yet.
Definition: Conversation is live and a specific next touch is scheduled or owed — "call me Thursday," waiting on photos, need to send quote.
Also used for — Current Clients: Contact from an existing/past customer about a completed job (complaint, praise, or question). Not a new sales opportunity — if it becomes a new job, create a new lead. Route, resolve, log the outcome.
Definition: Lead wants to move forward but is waiting on a decision-maker or payer — spouse, landlord, property manager, insurance, HOA, or corporate approval.
Definition: Lead is qualified and intends to book, but the job is for a future date or they're not ready to schedule yet — timing, move-out date, event date.
Definition: Lead received our price and is comparing quotes from other companies. Not lost yet — still deciding.
The sale is won at Booked. Completed confirms delivery and closes the lead.
Definition: The sale is won at Booked — date, time, scope, and price confirmed with the customer.
Definition: Job was performed and finished.
These close the lead. Every lost lead must have a recorded reason — "lost" without a why teaches us nothing.
Definition: A booked job was cancelled by the customer (or by us) before completion.
Definition: Lead explicitly chose another company.
Definition: Lead needs the service but can't afford it, or the job is below our minimum. Not a fit at current pricing.
Definition: We had contact or an active conversation, then the lead went silent through the full follow-up cadence.
Not real leads. Both are ending stages and are excluded from campaigns and lead-conversion reporting.
Definition: Not a real lead — wrong number, misdial, spam, out of service area, or a service we don't offer.
Definition: Inbound call was a vendor, advertiser, or salesperson pitching us — not a customer.