In a recession it should be the same as when not in a recession, you need to deliver value and quality.
Value in services, e.g. on time and in budget, this may entail being harder with the client, in:
controlling the scope,
tighter requirements’ gathering,
more detailed process flow diagrams leading to better delivery products
Quality in product and delivery:
less buggy software
better handover documentation
tighter testing to include:
automated regression test to speed up the whole test cycle without reducing the deliver quality
In short you should be making sure the client gets what they need not what you can get out of them, this will lead to better long term relationships and longer and more profitable projects.
Projects are like bank accounts and networking it costs more to find new customers.
If the client stays in business you will, if they go under because of poor delivery and in affective products then you will suffer as well.
But in a recession or not these rules should be the same every time.