Updated 28 October 2026, by Siddhant Bhendkar
How should a small agency qualify a lead before writing a proposal?
Before writing a proposal, confirm five things: the problem and why it matters now, the budget range, who decides, the timeline, and what they've tried before. If you can't answer at least four, book a second short call instead of sending a proposal. Fewer, better-qualified proposals go quiet less often.
The five questions
| Ask | Why |
|---|---|
| What happens if this isn't fixed in the next 3 months? | Tests urgency |
| What range have you set aside for this? | Avoids pricing blind |
| Who else will weigh in on the decision? | Finds hidden decision-makers |
| When do you need this running? | Sets a real deadline |
| What have you tried before, and why didn't it stick? | Shows what to avoid |
Scoring
Give one point for each clear answer. Four or five: write the proposal. Two or three: book a 15-minute follow-up call first. Zero or one: send a short resource and check back in a month.
Related: spreadsheet or CRM for your pipeline.
FAQ
Isn't asking about budget awkward?
Offering a range makes it easier: "Projects like this usually run between X and Y. Where does that sit for you?"
What if the founder won't say who else decides?
Ask what they'd need to show internally to get a yes. The answer reveals the other people.