Qualification

The six tests. An opportunity is qualified only when all six are recorded:

1. Fit. A UK firm whose revenue depends on its people being visible (client-facing professionals, consultants, partners, founders), with no disqualifier.
2. Pain quoted from the decision-maker or someone who has acted for them.
3. Impact: one rational, one personal.
4. Decision-maker spoken to (direct), or economic buyer named with a dated route to them (considered).
5. A dated next step.
6. They know the price shape: you have stated the band open today and the per-seat model, and they have not walked.

A critical event is not a test; no critical event is a red flag. Anything short of all six is Engaged, however warm it felt.

Disqualifiers (close as Disqualified, code DQ).

• They want automated engagement: auto-likes, auto-comments, automated connection requests or DM sequences.
• They want engagers exported to a CRM, "who liked my post" as a prospect list, or tracking of who engages with other people's posts (D1).
• They want to approach candidates or members of the public from engagement (recruiters sourcing candidates; personal injury, family or conveyancing firms following up individuals: SRA Code 8.9).
• A condition we cannot meet today: publishing beyond LinkedIn (D13), video or image generation, email or blog writing, a mobile app, other languages, white labelling, certification (SOC 2, ISO 27001, Cyber Essentials) or a penetration test report.
• Outside the UK (large overseas teams go to Alex, case by case).
• "Prove it will make us £x", or a discount as a condition.
• A client of the founders' other businesses, or anyone connected to them: stop and check with Alex or John first.

Red flags (act on them).