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Your client wants it good, fast and cheap.

Guess what? Long term, there is no such thing.

Can you pull an all-nighter or scramble your entire team into overtime? Sure, once in a while. But in general, our clients get to pick two of the three.

Fortunately, in the end, most good clients get it. A microwaved dinner now and then is OK.

But eventually, you realize you’re not really being nourished. You want food with substance. And you’re willing to let it cook in the oven for 30 minutes or pay a little extra for the good cut of meat.

But how do you as a business person combat this challenge? Here are three recommendations:

Respect your value.

This is the toughest one of all. Your work, product or service are worth what you charge. Don’t apologize. Don’t be bashful about asking for it. Be fair. Even to yourself.

Have options for your clients.

Be reasonable. Maybe they don’t need the Lexus version. Suggest ways they can still accomplish their goals but perhaps in a different way.

Be OK with walking away.

It’s hard to walk away from business. Scruples don’t feed the kids. But if you and a prospect can’t come to an agreement on the money, I assure you – it’s not going to be the only thing you disagree on. You’re not the right fit for every client.

This isn’t about overcharging or being the premium brand. This is about doing good work that yields results for the client that makes your invoice look like a pretty smart investment.

Ultimately, it is about being fair. For you and for the client.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan