There are two very big considerations when taking on a new PPC client:
Will you make money by helping this client, and will you enjoy working with them?
Both of these questions factor into SQLing (sales qualified lead-ing) a prospective client. Yet they should be asked of existing clients, too.
Scope creep (being asked to do things outside the previously agreed upon agreement) can sour healthy and profitable relationships.
We’re going to look at:
- How to determine your SQL criteria.
- SQLing new customers.
- SQLing existing customers.
It’s important to note that while this is written from a PPC perspective, there are lessons all vendors can take from the process.
How To Determine Your SQL Criteria
Let’s get the disclaimer out of the way: there is no “absolute” right answer to this.
All that matters is that you use data to justify your choices, and you don’t compromise on what you need as a business to happily thrive.
I intentionally divide Sales Qualified Leads (SQL) into two because if you only look at the money part, you’ll often burn yourself out on too much work.