If you’ve been reading my columns regularly and taking some of the ideas to heart, you should be wasting less time on unqualified prospects and more on pursuing the prospects you want. However, there is sometimes a point in the process of getting work where many designers still get caught off guard: when they mistake a client’s enthusiasm for readiness.
You may assume that because the prospect seems excited during a meeting, they will be a cinch to close. But there are so many reasons a prospect might be pumped. For example, they may really want to work together but don’t know yet that they can’t afford you. (Yet another reason to talk money early.) . . . Read Ilise Benun’s column.