In this episode, I share about the Universal Law of Need and how it massively effects how clients respond. In my solar business, there was a shift from when I prospected fanatically and when I stopped prospecting and set my sights on two big clients that I wanted. They sensed that I needed their business and they pulled away. In order to keep their business and get the contract signed I had to drastically lower my price and concede to major additions that cost me huge profits.