My experience is that there is often a disconnect between what we believe our clients think is important and what our clients actually think is important.

Want to avoid wasting a tremendous amount of time and money?

1) Who wants your services and how you will work with them.

2) How they define "success"

3) They agree to work with your plan and are clear about what it is

3) Then remove any doubt that this outcome will be delivered if they decide to work with you.

It's called a Success Proposition: What has to happen for the customer to have certainty of success? However, letting the client make all the decisions or change on how you work to give them what they want is a recipe for problems.

You want your clients to be certain of the result but if they have unrealistic expectations or try to make decisions and change what you do, only to satisfy their demands, it's best you don't move forward with them.

We all want to make money. However, you can't be sure you can deliver success if they change your program and promising to do so is risky and delivering success is your primary goal for the client, not you getting their money.