As business development professionals, we spend most of our time trying to attract more clients. After all, that’s what we get paid to do, right ?
Well, maybe not. Or not entirely, at least.
Not every client is created equal. When I started out in sales, I had to learn that lesson the hard way. In fact, it almost got me fired when I got it wrong the first time.
Anyone who’s just starting out thinks that any client is a great client. Budding sales professionals. Scrappy startups. Aspiring consultants who strike out on their own after years in the corporate grind.
In many cases, the pressure to get that first gig is so great that they’ll do virtually anything to land their first paying client.
Understandable, right ?