You get a great lead, you have the first meeting, they’ve got a budget, the work is interesting, but... there’s a red flag. Something doesn’t feel quite right. There are indications that no matter the outcome of the project, it will never be successful (in their eyes). They’ve hired someone else before you, but they “didn’t do good work.”
If any of this sounds familiar, it’s because we’ve all been there. And if you haven’t, it’s likely on the horizon. Sometimes it’s really hard to pay attention to the red flags when you really need that paycheck. After all, contracts in hand pay more than contracts that might close. We all know this, and you’re not alone. But if you can really pay attention to those things that pop up and make you a bit uneasy—do it.
Once upon a time I met with a gentleman — let’s call him Trevor. Trevor had a business that was based around him alone. Name, persona, etc. He’d worked with an agency prior to us, but it wasn’t up to his standard. I met with him at a Panera, and he was a ball of energy. He had a million ideas and a tight budget. And I ignored the red flags.
His business was him. Any critique of the brand was extremely personal.
He wanted control, not collaboration. He needed validation more than strategy.
He talked so much about how he just didn’t have the money to do this, but he’d manage to make it work.
Now granted, there is always some grace to give people when they come to you asking for design work. Maybe they don’t know what the market demands for a going rate. Maybe they don’t understand what the process should be. Maybe they don’t understand you, but you’re a referral and they want to chat. Those are all great things, and can lead to further conversations that allow you to qualify them as a great client (and to offer some much-needed education). And you don’t have to say no to every red flag. But you do need to name them. Out loud. And then decide (on purpose) if you’re going to move forward.
In fact, try this: the next time you get a great lead, do an internal pre-mortem.
What will this client say if the project goes sideways?
What will I say?
What will I wish I’d done differently?
What did I miss during qualification that could’ve told me this wasn’t a fit?
I know, I know – you have all the clients you need, but if you don’t... pay attention to the red flags! 🚩
👋 I’m Clint. I help your right-hand person step into confident decision-making, freeing up space for you to focus on your agency.