In the last 30 days I've had a crash course in sales, namely closing the deal. Spoiler alert: it ended in disappointment, sorrow and a never-ending list of questions of what could have been.

A former podcast production (aka PodProd) client reached out to me around October of last year saying she wanted to get back in the game, and would I be willing to help her with her show again.

Of course, I replied. It's what I do after all. 

Great, I'm looking at getting going around the first of the year, can we plan on reconvening then?

Of course, let's touch base after the new year.

New year comes, and I casually reach out to see if she's still interested in doing her revamped show.

Yes! Thank you so much for contacting me. I'm sooo excited about this new idea for a podcast and would love to work with you again.

About a month passes, along with several emails, even her paying the startup fee I charge all clients, and we've nailed down what seems like a terrific concept for a show; all we need to do is put legs under it and we're in business.

Then the pivotal moment, one in hindsight if handled differently, would have saved a bunch of grief and time for both parties.

We had a 30 minute or so call to nail down the logistics of the show, my own role in producing it, etc. We agreed on a price per month - and then hung up, both intending to start moving asap. 

Two weeks later she sends an email saying her mom is sick, she can't get going, can we try again later once things are more in order, etc.

Expletive.

You're probably reading this and screaming at me like you do watching Days of Our Lives. "What are you thinking, James?! You've got to close the deal at such and such a moment!"

And you're not wrong for thinking that, except for the gal had already ponied up the dough for the startup fee. So I assumed she'd be good for her word when we finally agreed on the working parameters of her show - which has essentially died in the womb, awaiting a painful stillborn death at First Podcast Hospital of The Internet.

Were I to encounter a similar scenario again, here's how I would approach it:

We come to terms on the show's parameters, and a monthly fee for my services.

"Okay, Suzie Q., are you ready to pay the first month's fee and get going right now?"

If Suzie Q. hesitates even slightly, I immediately say, "Okay, how about in the next 48 hours?"

If she still wavers, I say, "I'm sorry Suzie Q, but I can't work with you right now."

As tears well up in poor Suzie Q's eyes, pleading with me to reconsider, to just allow another week to get things together, I say, "You're just not committed to this, and I can't work with people who aren't committed. Call me when you're ready to take this seriously and I'll see if I have room in my schedule to take you on as a client."

There you go. No drama, no real loss on the part of either party. The client is perhaps even relieved she's not obligated to follow through on something on which she overcommitted.

My mistake in that situation was assuming this kind soul was good on her word, and not closing the deal right then and there. Now there's a bitter taste in both of our mouths. That's life, and that's business. For my part, I got an email later that week from another former client who wants me to produce a very lengthy audiobook, so the work was quickly replaced. Again, that's life and that's business for people who are moving with forward intent.

Moral of the story: There are times when closing the sale is the only ethical solution to a situation. But it does require wisdom to recognize those situations for what they are.