The Importance of Investing in the Sale

You should never begin working on a new client before everything is signed off and you've received the PO. The sunk cost bias sets in because we feel like we've won it already now. We value losing something about twice as much as we value winning something. So be careful of all of that. There's all kinds of stories I've heard from my clients. They try to drag it out while getting you to start the engagement. As soon as that happens, all your negotiating power is gone.