Tire-kickers, time-wasters, window-shoppers. Call them what you will. They are the bane of the small and mid-sized agency, eating up time and resources that would be better spent on serious potential clients. They come looking for free ideas and advice, expecting to pay wholesale rates for creative work, or having no real understanding of how agencies operate or what they charge. Most agency principals have met them: the prospective clients who consumed hours of meetings and phone calls before it became clear they never intended to hire the agency at anything close to a going rate.
It does not have to be this way. There are ways to spot prospects who are just window-shopping and redirect the conversation before significant time and energy are invested. Here are the questions to ask.
Have they researched your agency?
A serious prospect will have checked the website, looked at the work, and arrived with at least a general sense of what the agency does and what it charges. If they seem vague or evasive about any of this, start talking budget immediately. That conversation alone will eliminate most window-shoppers before the meeting gets any further.
Do they have clear project objectives?
Prospects who are just exploring ideas rarely have defined objectives. Be wary of anyone who insists they want "something basic," implying they could handle it themselves or find someone cheaper if they wanted to. This signals a prospect who does not understand the creative process, will not respect the agency's time, and will push back on every invoice. These are not clients worth pursuing.
Do they have a timeline?
A prospect who has not thought about a timeline is not ready to commit. If the timeline is set far in the future, they may not be serious about engaging an agency now. If the turnaround is unrealistically tight, they likely do not understand or respect the amount of work involved. Either way, it is useful information.
Are they prepared to discuss budget?
Window-shoppers rarely have a budget in mind because they are not truly committed to moving forward. Any serious prospect should have a budget range and be willing to discuss it openly. If a prospect mentions spec work, or makes promises of large future projects in exchange for reduced rates now, end the conversation. Spec work is not a business model. It is a negotiating tactic that benefits only the prospect.
Is the prospect part of the decision-making process?
Serious prospects can tell you who the decision makers are and how the approval process works. If a prospect is unwilling to connect the agency with final decision makers or unclear about the process, they may not have the authority to hire the agency in the first place. Investing significant time in someone who cannot say yes is a reliable way to lose billable hours.
Are they expecting a friendship deal?
Referrals from trusted sources can be valuable. Clients referred by friends do not always understand how agencies charge, and some expect a discount as part of the social arrangement. Offering a reduced referral rate is a short path to being flooded by friends-of-friends expecting the same treatment. Work with new referrals like any other prospect. Ask them to complete a creative brief. If they seem unprepared or unwilling to do that, close the meeting politely, thank them, and let them know you look forward to reconnecting when their plans are more defined.
Qualify every prospect without exception.
The new business team should use a prospect evaluation form for every inquiry, regardless of how the lead arrived or who made the referral. Second Wind's new business resources include a client and prospect evaluation form that helps clarify whether the agency and the prospect are a genuine fit. If a prospect does not qualify, do not pursue them.
Make spotting window-shoppers a priority. If a prospect continues to call to kick around ideas without moving toward real decisions on projects, timing, approvals, and budget, take a short meeting, let them know you look forward to working together when they have more specific information, and move on. The time saved is better spent on prospects who are ready to buy.
