ADT

Every quarter, write a short, specific message to clients you haven't worked with in a year or more, with one reason to talk now. Somewhere in your records is a list of people who already did the hardest thing a customer can do: they trusted you with money once. Then...

Decide now what a rush costs, put it on every quote and in every agreement, and let the fee do the talking when the emergency arrives. It's Thursday afternoon. A client needs it by Monday. Your weekend was going to be a weekend. And now you're in the worst possible...

Every quote goes out with two options, a solid version and a fuller one, so the client's question changes from "should I?" to "which one?" A single price is a yes-or-no question, and you've handed the client the "no." They look at the number, compare it to whatever...