New Client - Red Flag Checklist
Our **Red Flag Checklist** should help you to identify potential warning signs when assessing a new client. Score each question from 1 to 5 (with 1 indicating ‘no concern’ and 5 indicating ‘major concern’). This will help quantify the level of risk or difficulty that a client may present and help you to make an informed decision on whether to take them on as a client.
Client Red Flag Checklist
| Category | Question | Score (1-5) |
|---|---|---|
| 1. Budget Issues | Is the client unclear or evasive about their budget? |
|
| Does the client seem focused on price over value? | ||
| Does the client have unrealistic expectations about what can be achieved within their budget? | ||
| 2. Decision-Making Process | Is the decision-making process unclear or involve too many stakeholders? | |
| Does the client change key decision-makers mid-discussion or bring in last-minute stakeholders? | ||
| Has the client been difficult to reach or unresponsive in early communications? | ||
| 3. Scope Creep & Unrealistic Expectations | Is the client asking for "extras" or making last-minute demands beyond the original scope? | |
| Are the client’s expectations regarding timelines, deliverables, or results unrealistic? | ||
| Does the client have a history of "agency shopping" or moving from one agency to another? | ||
| 4. Communication & Transparency | Does the client seem evasive or unwilling to share key business information (e.g., goals, past performance)? | |
| Is the client unclear about their needs or unwilling to define specific objectives? | ||
| Does the client exhibit poor communication habits (e.g., vague feedback, long response times, unclear instructions)? | ||
| 5. Attitude Towards Agencies | Has the client had negative experiences with previous agencies that could indicate a pattern of issues? | |
| Does the client seem overly critical or distrustful of agencies from the outset? | ||
| Does the client’s tonedemeanor suggest they may be difficult to work with (e.g., aggressive, dismissive, or overly demanding)? | ||
| 6. Payment Concerns | Does the client resist discussing payment terms or exhibit reluctance about upfront deposits? | |
| Does the client have a history of late payments or disputes with previous agencies? | ||
| Are there any signs the client may struggle to meet payment terms? | ||
| 7. Growth & Long-Term Potential | Does the client seem disinterested in a long-term partnership or focused solely on short-term gains? | |
| Is the client’s business struggling in a way that could affect the sustainability of the project? | ||
| Does the client seem unwilling to invest in scaling their marketing efforts over time? | ||
| TOTAL SCORE | /100 |
Scoring Guide:
Below 40: Low risk. No major red flags—proceed with confidence.
40-59: Moderate risk. Some caution is needed; be mindful of potential issues.
60-80: High risk. Several concerns could impact the relationship. Clarify these points before proceeding.
80-100: Severe risk. The client presents many red flags, and it may be wise to walk away.
This checklist will help you identify clients who may cause problems down the line. This will allow you to spot potential red flags early in the conversation. As a result, you can decide whether to take on the client, address the issues directly, or politely decline.