I caught up with an old friend this weekend. She talked about a significant pitch that she had just made to a prospective client. "Fingers crossed," she said. "I need the work." We've all had weeks, months, and years when money was tight and we really needed the work. But when you approach a prospective client as the solution to your cash flow issue, you've lost the opportunity to solve your client's problem which, in turn, will solve yours. I'm a huge fan of consultative selling in the business-to-business development space in which I work. Have you tried it in your practice?
I'm lucky to work with some successful clients, but we all feel the pinch sometimes. While research shows that people are happier when they have more cash, treat your clients, whether prospective or existing, like investments that will pay off rather than a get-rich-quick scheme. You'll soon find yourself choosing the work that you do instead of really needing it. Your checkbook will thank you.