How this one is meant to be worked through, in the author's own words:

1. Read Chapters 5 to 8 first, in order. They are the four rules and every later chapter refers back to them.
2. Then read Chapter 20 before you quote anything, because the list decides more about a campaign's profitability than any decision made after it.
3. ASSESS A HUNDRED RECORDS BEFORE QUOTING - sampled across the list rather than from the top, checked six ways: does the business still trade; is the named contact still there; is the number valid; does the record meet the criteria; is it a duplicate; is it suppressed or an existing customer. The proportion passing all six is the callable, qualifying rate.
4. IF A BUSINESS WILL NOT LET YOU ASSESS THE LIST, DO NOT QUOTE. This single boundary saves more money than any other in the book.
5. ASK WHO WORKED THIS LIST LAST, AND WHAT THEY FOUND. A list called by three previous providers is not a new list, and that is the most common reason a campaign performs like an exhausted one.
6. NEVER PRICE FROM A PILOT. A pilot runs on the best part of the list, with the client unusually responsive, with calendar availability opened specially, and with you working at a pace you cannot sustain. All four inflate the same number.
7. GET THE QUALIFICATION CRITERIA IN WRITING as checkable questions with a worked example each way, ordered so the most disqualifying is asked first, with any criterion unverifiable on a call explicitly flagged.
8. PUT THE FORWARD-ONLY CLAUSE IN THE AGREEMENT. Without it, every refinement of the standard becomes a retroactive deduction on work already done - and add a dispute window with a closing date, or a rejection arrives next quarter after you have been paid.

Written to be used rather than skimmed. Every financial figure is left blank on purpose, and anything touching law, tax, insurance or data protection is written as questions for a qualified professional rather than answers.

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