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Yes, that's the norm with all clients. It's the idea behind spec work: sometimes it works out, sometimes it doesn't. My advice is, again, look at it like karma.

If you get to a point where pre-sales work is grinding you down to the point where you need to do something about it, the right response is to raise your rates, so that the work that does close offsets the work you do on projects that don't. You should be constantly doing that anyways (it's hard! we're not awesome at it either, though we do try to do it once a year), so look at spec work as a forcing function.

That's another reason charging for nickel-and-dime rustproofing stuff like specs and proposals is bad business: it's way less valuable than actual delivery, and so charging for it makes it harder for you to set high rates.




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