“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”
Peter F. Drucker

I was recently reminded of this quote when a client was bemoaning that two potential clients reneged over money. We’ve all been there.  When times are tighter we focus so much on the money and our fear shows.  We make it all about us.  We tell them how wonderful we are and why they need us and forget to focus on them. We forget to ask key questions.

When you have a client that is concerned about money, ask the question what will happen if they don’t hire you and continue doing what they have always done?  Discuss the current conditions and focus on the gap from where they are to where they want to be.  Here’s what might be counter-intuitive; offer them a tool, technique, or idea to help them. This shows you are focused on their needs, not the money, even if you are desperate for the dollars. Show them the value you provide. Help them see it. They want to know what value you bring.

Let them know how you solved similar situations and the results. People don’t want to be sold they want their problems understood and solved.  Make them feel they are getting more than their money’s worth and they will find the money to hire you.  Exceed their expectations and they will refer you.