When Turning Away an Opportunity Is Good Business

Marketing Viewpoint by Ruth Winett

When Turning Away an Opportunity
Is Good Business

Red flags about potential deals

It seems too good to be true. You are discussing a large project with an important client that you have been pursuing for years. You have completed smaller projects for the same client and are excited about this bigger opportunity. But then you get signals that make you wonder. Should you walk away?

Red flags that signal trouble with a project

Project goals are unclear or keep changing.
Essential background information is missing, making it difficult to design a project that will meet the client’s goals.
Your contact does not return your phone calls or email messages.
Signoff is by a different senior level manager than you met at the kickoff meeting. Who is in charge, and what do they want? A less engaged/less senior person is the new project manager, and this person will not meet with you or speak with you.
The client has attempted to narrow the goals, abbreviate the schedule, or reduce the budget.
The client appears to be in financial difficulty. Will they be able to pay you?
The client wants you to do something that is unethical or even illegal.

The above red flags are warning signs. Before proceeding, clear up confusion about goals, missing background information, commitment to the project, and of course, whether the client will be able to pay for your work. If you cannot resolve these issues, you should seriously re-consider whether to continue to pursue the opportunity.

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