I guaranteed a client 20 meetings in 60 days and now worry about cash flow; what should I do?
When you make a guarantee like 20 meetings in 60 days, you need to get payment up front. Instead of working for free until you hit the target, have the client sign a contract and pay you before you start. If you miss the goal, you refund them. This upfront payment solves cash‑flow issues, shows both parties are serious, and gives you billing details that make upsells easier later. Even though asking for money upfront can be harder, it protects you and builds trust.
There are basically two approaches to billing a first client. First, you can offer a guarantee—guarantee service or performance. If you don’t hit the guarantee, you give them all their money back. When you do any kind of guarantee, take all the money up front; you need everything you need up front because if it doesn’t work you’ll just refund it afterwards. Second, if you don’t have a guarantee (some industries or deals don’t make sense for one, or you can close a deal without it), do a 50/50 deposit on a fixed price: stake 50 % up front and the remaining 50 % upon delivery. This gives the client some risk mitigation while still being technically performance‑based, since the performance is the delivery of the project. People are a lot more likely to say yes to a custom scope if they’re not paying all the money up front. You can also milestone or tranche the payments—three, four, five, ten milestones, etc. I’ve seen some pretty crazy ones, especially in enterprise projects where multiple tranches are sometimes needed, but I don’t usually recommend that approach.
Don’t work without upfront payment unless you have a clear guarantee. For a late payment, follow up politely every few days, consider a partial‑payment arrangement (half now is better than zero), and in future always collect at least a token commitment to avoid chasing.
Offering guarantees makes you work harder and learn more because your ass is on the line. As Jack Roberts said, show me the incentive and I’ll show you the outcome. If you guarantee a result and must refund if you fail, you’ll push harder than if you just take money without a guarantee. You’re not just promising a result; you’re creating an offer like “I’ll get you 20 book meetings in 60 days or I’ll refund you.” That’s how it works. I was once told never to guarantee anything, which held me back, but now I believe you should 100% guarantee—it’s the minimum entry ticket these days.
No, I don’t offer deferred or success‑based payment. I require an upfront fee because commitment needs skin in the game; it’s viewed as a deposit that’s refunded if you don’t get your first client in 90 days. Without some upfront investment, accountability drops and success rates would plummet.