Module 1 · Week 2 — Quick Reference Guide

Signature lineScore the opportunity to protect our time; read the value to protect our price.

Two reads on one lead. The opportunity read decides whether we pursue; the value read shapes how we price. The stronger the value read, the more the fee can carry.

What am I supposed to know?

The five things that don't change

1The Go/No-Go is a structured judgment, not a graded score — there’s no total and no pass/fail threshold.
2Two hard gates override everything else: (1) we meet the minimum/comparative criteria, (2) we can commit the time to be responsive. A "no" on either stops you.
3Every "Go" hides a second decision: the opportunity read protects the hours; the value read protects the price.
4Value is a read on three dimensions — uniqueness of fit, client experience, business return — not a feeling.
5The pursuit type decides when price gets set: qualifications-based (after we win), RFP (up front), direct appeal (after discovery).

What am I supposed to do?

On the job, not just this week

→This week: work the shared lead through the Go/No-Go Worksheet, name the pursuit type, read the value on all three dimensions, and bring your read plus your one tension to the live session.
→On every future lead: read the RFP in its entirety before answering anything — the form assumes you have.
→Before you say Go: check both hard gates first. If either is a "no," stop — no matter how strong the rest of the read is.
→Before you quote or defend a price: know which pursuit type you’re in. It tells you exactly when the pricing conversation actually happens.

How am I supposed to do it?

Two skills, step by step

Working the Go/No-Go

Read the RFP in its entirety — the form only works if you have.
Confirm both hard gates first: eligibility and capacity.
Answer Sections B–D honestly, section by section.
Let your answers sort into strengths vs. open questions — don’t force a total.
Make your call and be ready to defend it in one sentence.

Reading value & naming the pursuit type

Identify the pursuit type: qualifications-based, RFP, or direct appeal.
Rate the three value dimensions high / medium / low: fit, client experience, business return.
Let that reading set your price posture — a strong value read supports a fee premium.
Say out loud where the pricing decision actually happens for this pursuit.

Framework box

The reference card

Reads as	What it means
Two hard gates	A "no" on either is a reason to stop — non-negotiable, regardless of the rest of the read.
Opportunity read	"Should we pursue?" — protects the hours we’d spend.
Value read	"What is it worth?" — protects the price we should charge.
Qualifications-based	Win first, negotiate price after. Value perception & persuasion lead.
RFP (scope & fee)	Propose a number up front. Pricing is front and center.
Direct hire / appeal	Client requests services. Discovery comes before price.

WSE tools referenced

Where this lives in the real world

Tool / system	What it's for
Go/No-Go Form (2025)	Weston & Sampson’s real criteria — the instrument behind the interactive Worksheet.
Vantagepoint	Where the estimated net revenue and win probability get logged once the call is made.

Next: Week 3 (self-paced)

From Guess to Forecast — sharpening revenue, effort, and win probability.

Back to Week 2 overview