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This is always a delicate situation to deal with - If you have provided your estimate/quotation which requires your client to return an acceptance form then it is easier to deal with if you do have a signature.
I certainly would ask for a deposit no later than one week before the start of the work. Our normal rate was 40% but everyone should set a sum in accordance with their needs/requirements.
You may need to set a cancellation penalty of a percentage depending on the value of the job but I fear that it is not always that easy to follow through with.
Perhaps we can get some further input on this.