WHEN do you know you've won a client? Is it when the contract is signed or when the first invoice is paid? These are key milestones, but in my experience winning a client runs deeper.

I remember when a prospective client, who was initially quite reserved, started sharing stories, personal anecdotes and their concerns, without me asking and even before our meeting officially began. It felt like a wall had broken, and a genuine connection was formed. I felt their trust in me and our firm, and that's how I knew I'd won a client.