Create and Convert Leads in Zoho CRM

Learn how to create a lead from an incoming solicitor inquiry email in Zoho Mail, request extra details, and convert it into a litigation referral.

September 11, 2026 By Carmel Coman

This guide demonstrates how to create a lead in Zoho CRM directly from an email inquiry received in Zoho Mail, request missing case details automatically, and convert the accepted inquiry into an active litigation referral.

This workflow applies to administrative and intake team members handling new solicitor inquiries or incoming case referrals that require preliminary verification before formal case setup.

Creating a Lead from an Email Inquiry

When an inquiry arrives from a new solicitor or practice, create a lead rather than a full referral right away. A lead allows you to capture initial contact details, associate the email correspondence, and request additional information before confirming the case.

Step #1: Open the referral inquiry email in the inbox list. — Open the referral inquiry email in the inbox list.

Step #2: Click the Zoho CRM icon in the right-hand integrations panel. — Click the **Zoho CRM** icon in the right-hand integrations panel.

Step #3: Click Create Lead in the CRM panel. — Click **Create Lead** in the CRM panel.

Set the Lead Owner to the admin user responsible for handling intake if it defaults to your personal account.

Step #4: Click the Company input field in the Create record section. — Click the **Company** input field in the Create record section.

Type the name of the solicitor's practice into the Company field (e.g. Everfly).

Step #6: Click the First Name input field. — Click the **First Name** input field.

Type the referrer's first name.

Type the referrer's last name into the Last Name field.

Step #9: Enter the referrer's email address in the Email field. — Enter the referrer's email address in the **Email** field.

Step #10: Click the Solicitor Reference input field. — Click the **Solicitor Reference** input field.

Type none given yet if no reference number was provided in the initial email.

Step #12: Open the Adult/Minor dropdown menu. — Open the **Adult/Minor** dropdown menu.

Step #13: Select Adult (or Minor depending on the referral details). — Select **Adult** (or **Minor** depending on the referral details).

Step #14: Click the Clients Full Name field. — Click the **Clients Full Name** field.

Type the full name of the client.

Step #16: Select the Request Information checkbox. — Select the **Request Information** checkbox.

Checking Request Information prompts the automated workflow to send an email with an intake form back to the solicitor requesting missing case specifics.

Step #17: Click Save at the bottom of the Zoho CRM panel. — Click **Save** at the bottom of the Zoho CRM panel.

Step #18: Click Yes, associate to associate the incoming email with the newly created lead. — Click **Yes, associate** to associate the incoming email with the newly created lead.

Reviewing and Converting an Approved Lead

Once the solicitor submits the required details via the form and the referral is accepted by clinical management, convert the lead into an active referral record.

Step #19: Navigate to the Leads module in Zoho CRM. — Navigate to the **Leads** module in Zoho CRM.

Step #20: Click on the lead record to open its details. — Click on the lead record to open its details.

Step #21: Click Convert in the top toolbar. — Click **Convert** in the top toolbar.

Step #22: Select the Create a new Referral for this Account checkbox. — Select the **Create a new Referral for this Account** checkbox.

Step #23: Click the Referral Name field. — Click the **Referral Name** field.

Type the client's name as the referral name.

Step #25: Click the Stage dropdown menu and confirm it is set to Enquiry. — Click the **Stage** dropdown menu and confirm it is set to **Enquiry**.

Step #26: Click the Pipeline dropdown menu. — Click the **Pipeline** dropdown menu.

Step #27: Select Litigation Referrals. — Select **Litigation Referrals**.

Step #28: Click the Location dropdown menu. — Click the **Location** dropdown menu.

Step #29: Select the relevant jurisdiction (e.g. Northern Ireland). — Select the relevant jurisdiction (e.g. **Northern Ireland**).

Step #30: Click the Type of work requested dropdown menu. — Click the **Type of work requested** dropdown menu.

Step #31: Select PI ASSESSMENT & REPORT. — Select **PI ASSESSMENT & REPORT**.

Step #32: Open the Adult / Minor dropdown menu. — Open the **Adult / Minor** dropdown menu.

Step #33: Select Adult. — Select **Adult**.

Step #34: Click the Solicitors Reference field. — Click the **Solicitors Reference** field.

Enter the reference number (or none given if unavailable).

Leave the record owner as default rather than assigning a specific expert/psychologist until case allocation timetables are checked.

Step #36: Click Convert at the bottom of the page to finalize the referral creation. — Click **Convert** at the bottom of the page to finalize the referral creation.

Step #37: Click Referrals in the left navigation sidebar. — Click **Referrals** in the left navigation sidebar.

Step #38: Click the pipeline selector dropdown in the Referrals module. — Click the pipeline selector dropdown in the Referrals module.

Step #39: Select Litigation Referrals to view the newly converted record. — Select **Litigation Referrals** to view the newly converted record.

Q: When should an inquiry be entered as a lead instead of directly as a referral?

A: Create a lead whenever an inquiry comes from a new solicitor practice or lacks key details. This allows the team to collect missing information and confirm case suitability before opening a formal referral.

Q: What happens when the "Request Information" checkbox is selected on a lead?

A: The system triggers an automated outbound email to the referrer containing an intake form requesting full case details.

Q: Should a psychologist or expert be assigned as the record owner during lead conversion?

A: No. Keep the default administrative owner during initial conversion until clinical availability and timetables have been reviewed for expert allocation.

Term	Definition
Lead	An unverified inquiry or prospective contact that requires further information before becoming an active piece of work.
Referral	A confirmed case or client engagement that has been accepted and moved into the active service pipeline.
Litigation Pipeline	The workflow within Zoho CRM used to manage formal legal and personal injury assessment cases.