1
About Their Business
Question 01 · Business Discovery
Tell me about your business — what do you do and who do you serve?
Open question. Let them talk freely. Listen for clarity, confidence, and whether they have a defined market.
Question 02 · Business Discovery
How long have you been in business, and where are you right now in terms of growth?
Early stage vs. established. No revenue = higher risk. Look for strategic awareness.
Question 03 · Business Mindset · Persona Score
What does your relationship with your best supplier or vendor look like?
This reveals how they treat service partners. The Hustler is transactional. The Partner is relational.
2
Project Needs & Service Fit
Service Scoping
Question 04 · Service Discovery
Which of the following do you need help with? (Select all that apply)
Multi-select. Use this to determine service package and upsell opportunities.
Service Scoping
Question 05 · Problem Definition
What specific problem are you trying to solve right now, and why is solving it urgent for you?
Listen for real pain vs. vague ambition. Urgency without budget = red flag.
Website / Digital Presence
Question 06 · Digital Presence Audit · Persona Score
Do you currently have a website, and if so, how would you describe its performance?
No website at all = clear opportunity. Vague answer = they haven't thought about it strategically.
Digital Marketing
Question 07 · Marketing Awareness
Are you currently doing any digital marketing — social media, ads, SEO, email? What's working and what isn't?
Helps identify gaps and whether they are data-aware. "Nothing is working" with no self-reflection = risk.
AI & Automation
Question 08 · Tech Readiness · Persona Score
Are there any manual processes in your business that you feel are slowing you down or costing you money?
Strong awareness of inefficiency = high readiness for automation. Vague or defensive = low tech maturity.
SaaS / Cloud
Question 09 · Tech Stack Discovery
What tools or software does your team currently use day-to-day? (CRM, project management, accounting, etc.)
Helps scope integration needs for SaaS, cloud, or automation projects.
MVP / Startup
Question 10 · Product Idea (if applicable)
If you have a product or app idea — can you describe it in one or two sentences? Have you validated it with real users yet?
For MVP clients only. No validation = higher risk of scope creep and dissatisfaction.
3
Budget & Investment Mindset
Question 11 · Budget Qualification · Persona Score
Have you worked with a digital agency or tech company before — and how did that experience go?
Past agency experience reveals a lot. Blame-all = red flag. Takes accountability = green flag.
Question 12 · Budget Clarity · Persona Score
Do you have a budget set aside for this project?
No budget = Hustler. Vague = borderline. Clear = Partner mindset.
Question 13 · Value Perception · Persona Score
What does success look like for this project, and what would you be willing to invest to achieve it?
Watch for misalignment between expected results and willingness to invest.
Question 14 · ROI Awareness · Persona Score
How do you currently measure the success of a marketing or technology investment?
Data-aware clients make better partners. "I just want more customers" with no KPIs = risk.
Financial Scoping
Question 15 · Payment Flexibility
Are you aware that we require a 70% upfront deposit before work begins — is that something you can accommodate?
State this clearly and early. Their reaction tells you everything about intent and seriousness.
4
Timeline, Control & Process
Question 16 · Urgency & Timeline · Persona Score
What is driving the timeline on this project — is there a specific deadline or event?
Urgency without budget is a classic Hustler move. Real deadlines with resources = Partner.
Question 17 · Communication Expectations · Persona Score
How quickly do you typically expect responses when you reach out to a service provider?
Instant response expectations = high maintenance. Reasonable = Partner.
Question 18 · Creative Control · Persona Score
How involved do you typically like to be in a creative or technical process?
Full control = Controller. Collaborative trust = Partner. Absent = risky in a different way.
Question 19 · Conflict Resolution · Persona Score
If something doesn't go exactly as planned during a project, how do you typically handle it?
Immediate blame = Hustler or Controller. Solution-focused = Partner.
Question 20 · Decision Making · Persona Score
Who else is involved in making the final decision on this project?
Unknown decision-makers = long sales cycles and surprise objections. One clear lead = smooth.
Project Scoping
Question 21 · Scope Clarity
Do you have a clear idea of exactly what you want delivered, or are you open to our recommendations on the approach?
Rigid bad ideas = high revision risk. Open = strong project partnership potential.
5
Goals, Competition & Strategy
Strategic Discovery
Question 22 · Business Goals
What are your top 2–3 business goals for the next 6–12 months?
Specific goals = strategic client. Vague goals = unclear brief = scope creep risk.
Competitive Landscape
Question 23 · Competitor Awareness
Who are your main competitors, and how do you feel your digital presence compares to theirs right now?
Self-aware clients who know their competitive gap are easier to sell digital transformation to.
Target Audience
Question 24 · Customer Profile
Describe your ideal customer — who are they, where are they, and how do they currently find you?
Clear ICP = easier to scope digital marketing and website conversion goals. Vague = expect scope issues.
Question 25 · Growth Orientation · Persona Score
How do you typically make purchasing decisions for your business — fast, committee, or structured process?
Impulsive bargain-hunting = Hustler. Committee with no clear lead = Controller. Structured = Partner.
IT & Infrastructure
Question 26 · Infrastructure & Scale
Do you have existing IT infrastructure, hosting, or domain setups — or are we building from scratch?
Helps scope web, cloud, network, and SaaS projects accurately. Messy legacy setups = add contingency.
6
Red Flag Check & Final Assessment
Question 27 · Automatic Red Flags
Did the client say any of the following during the call? (Check all that were heard)
Each checked phrase deducts 3 points from the final score. Two or more = strongly consider declining.
⚠ Two or more red flags detected — strong recommendation to decline this client.
Question 28 · Gut Assessment · Persona Score
Overall, how would you rate your gut feeling about this client as a long-term working relationship?
Your instincts matter. If something feels off, it usually is. Trust the process AND your gut.
Assessor's Final Notes
Capture any observations, gut feelings, specific quotes, or context not covered above. These notes are visible internally only.