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.
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.