Several years back, I began talking with a customer who at first appeared to be my dream client. We met with Jason, the founder and CEO, two or three times by phone and the fourth time for lunch. He asked me to talk with two or three of the other executives. Each time they seemed interested, each time I provided them with more information, and each time they asked me for more white papers, testimonials, and then a proposal. Finally, I provided them with FREE access to our software for 45 days with the promise that I was their favorite…
