A key question that marketers and salespeople face is based on the dilemma of which customer to pursue and which not. This choice has far reaching effects in both company success. Investigating a client’s seriousness to make a purchase at the time of an enquiry is key. This will assist the firm in determining which future clients offer the firm the most potential value in sales turnover and company profits. By taking the client’s background and history into consideration the marketer has the opportunity to determine which clients have or have not previously committed to the firm and which did not. By profiling the customer, providing a yardstick against which one can measure probability of a purchase can be developed. New or prospective customer against those attributes of customers can then be benchmarked against the attributes that attest to whether interest and intention to purchase can be converted into a sale. Identifying these customers who will be most likely to make a purchase is a very important area of study for any business that focuses on the marketing and sales of products or services. Having an accurate profile of potential customers, of who will buy and who will not, will play a key role in the success of any organization. The focus of this study will be on investigating the profile of a potential customer/company as a benchmark for sales lead qualification. The profile will also be a precursor to determining the lifetime value of the prospective customer. Profiling of high sales potential customers is a management issue. It directly influences the number of hours key personnel in the sales department spend on key tasks, which can alternatively be spent more productively on other projects.