Doing it for money!
Potential Lead: “Hey Justin, your friend [J] referred us to you. He raves about how you doubled his traffic and reduced the bounce rate. Would you be willing to do the same for us?”
Me: “Sure, it will cost X and take about six months of work.”
Lead: “We were hoping you would just tell us how to do it for free.”
Me: “I’m sorry, I’m not willing to do that.”
Potential Lead: “Well that’s mean of you. You should remove ‘nice guy’ from your signature because your [sic] obviously not.”