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Stop obsessing over finding out your prospect’s budget

Agency leaders often seem fixated on trying to discover the exact budget that a prospective client has available to spend with them.

There is a school of thought in the sales community that you need to get this number to “qualify” the lead and to make sure that you scope an appropriate solution.

That’s hogwash.

You need to make sure that the prospect understands what you typically charge for services so that they don’t waste their time (and yours) with pointless tire-kicking.

You don’t need to zero in on an exact figure.

Chip and Gini explain in this week’s episode that tailoring a solution to that (often arbitrary) budget number attacks the problem in precisely the wrong way.

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The Hosts

Chip Griffin is the founder of the Small Agency Growth Alliance (SAGA) where he helps PR & marketing agency owners build the businesses that they want to own. He brings more than two decades of experience as an agency executive and entrepreneur to share the wisdom of his success and lessons of his failures. Follow him on Twitter at @ChipGriffin.


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, the lead blogger at Spin Sucks, and the host of Spin Sucks the podcast. She also is co-author of Marketing in the Round and co-host of Inside PR. Follow her on Twitter at @GiniDietrich.

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