The New Business Qualifier

We chase too many bad-fit prospects: [OUR IDEAL PROJECT SIZE, BUDGET FLOOR, SERVICES WE ARE BEST AT, THREE WINS WE ARE PROUD OF, TWO PROJECTS THAT WENT SIDEWAYS AND WHY]. Build the qualifier: the five questions for the first call that kill bad fits fast (budget, timeline, decision-maker, why us, what happened to the last agency), the red flags that mean walk away politely, the scoring sheet so the team qualifies the same way, and the gracious decline that refers them somewhere better - which is marketing that costs nothing.