Chapter 02 / Qualifying
Last updated: Published by Tim Kilroy
Qualifying the prospect means confirming there is a real problem, that solving it is worth money, that you are talking to the person who decides, and that you can help, all before you write a proposal. This chapter of the Agency Coach FAQ shows how agencies do it without turning a first call into an interrogation.
The first step is agreeing out loud that there is a real problem worth paying to solve. In Tim Kilroy's five-stage agency funnel, a prospect counts as qualified only when both of you agree the problem is real, it is worth money, and they decide, and when you can name the problem in their own words.
The process of qualifying a sales prospect involves checking fit and intent against criteria you set in advance, rather than going on how friendly the call felt. In the Agency Coach FAQ, qualification has four checks: a real problem, money attached to solving it, a decision maker or a clear path to one, and a genuine match with what your agency does well.
Notice that every stage in the funnel above counts when the buyer did something, not when you did. Tim Kilroy points out that half of all funnel inflation in agencies comes from counting your own activity as their intent. A sent proposal is not a proposed deal until they open it.
| Term | Plain meaning | Fit confirmed? | Problem and budget confirmed? |
|---|---|---|---|
| Lead | Anyone who might buy | Not yet | No |
| Prospect | A lead that fits your ideal client profile and has engaged | Yes | Not yet |
| Qualified lead | A prospect who meets your criteria for fit, need and authority | Yes | Mostly |
| Opportunity | A qualified prospect with a defined problem and a next step toward a proposal | Yes | Yes |
Definitions vary between companies. Write yours down so everyone on your team counts the same way.
Source: Landbase, 35 Lead Qualification Statistics. These are general B2B figures, not agency-specific.
Prospecting is finding and starting conversations with potential clients who fit your ideal client profile. Qualifying is what happens once a conversation starts. For referral-built agencies, prospecting is usually the weaker muscle, because referrals arrive pre-qualified by someone you trust. When referrals slow, agencies suddenly need both.
A common golden rule of prospecting is to make the conversation about the prospect, not about you. Tim Kilroy shares an Agency Studio example where changing an email call to action from booking a 30-minute discovery call to "Is this on your radar?" started getting replies. Next, see the agency discovery questions to use once they say yes, run your numbers in the pipeline math calculator, or go back to the agency coach FAQ.
It involves confirming four things before you write a proposal: the problem is real, solving it is worth money, you are talking to the decision maker or have a path to them, and you can genuinely help. For agencies, most qualification happens on the discovery call, and anything you could not confirm becomes a question for the next conversation.
Qualified leads are people who have shown interest and also meet your criteria for fit: the right kind of company, a real problem you solve, money to solve it and authority to decide. Someone who replied to an email is interested. Someone who confirmed a funded problem with the decision maker present is qualified.
A lead is anyone who might buy. A prospect is a lead that fits your ideal client profile and has engaged with you. An opportunity is a qualified prospect with a defined problem, budget and a next step toward a proposal. Definitions vary by company, so write yours down and count a stage only when the buyer did something.
A prospect is a potential client who fits the kind of business you serve and has some reason to need you. For an agency, that usually means a company in your target market, at a size you can serve profitably, with a problem your offer solves. Fit comes first. Interest without fit is just a pleasant conversation.
No. A prospect is a potential buyer. An opportunity is a prospect you have qualified, meaning there is a confirmed problem, money attached to solving it and a decision maker involved. Treating every prospect as an opportunity inflates your pipeline and hides the stage where deals actually stall.
In simple terms, a prospect is someone who could become a client. Other words for it include potential client, potential customer, possible buyer or candidate, depending on context. In agency sales the word implies at least some fit: the business is the kind you can actually help, not just anyone with a pulse and a website.
A widely used version is: make the conversation about the prospect, not about you. That fits Tim Kilroy's view that understanding comes before selling. Research the business, lead with what you noticed, and ask a low-pressure question. In one Agency Studio example, changing a call to action to "Is this on your radar?" started getting replies.
There is no single standard definition. Different trainers use "3 3 3" for different habits, such as finding three facts about a prospect in three minutes before you reach out. Treat it as a memory aid rather than a method. The useful idea underneath is preparation: know enough about the prospect to ask a better question.
Tim Kilroy coaches owners of marketing, creative, PR and other service agencies on positioning, pipeline and sales. Tell him what is going on, and he will help you find what to fix first.
