Whether a cold outreach or a warm incoming lead, all new client relationships must be developed and nurtured in the correct way right from the start. Literally from the tone of voice in our first email or phone call. Sellers responsible for new business are given tools and tips to build a strong foundation right from the start. 

When discovery is done correctly it gives the seller everything they need to close the deal. But disagreement, or lack of a unified problem statement at this stage makes failure all but inevitable. Sellers study how to get alignment right, and to set them on the path to a solution that makes sense for the client. 

The deeper the trust between seller and the client, the more likely the deal will close and the relationship will last long term. But for something we have all done our entire lives we don't really understand what are we are doing, and "not doing" when building these relationships with our clients. The more a seller can build trust consciously the more successful that relationship will be. 

"Why people buy" is as rooted in human psychology as any other decision that people make, but too often we think that a good product and a smile should win the day. Sellers need to understand the psychology of selling to know how it will help or hinder them at every stage of the process. By using it correctly we are giving clients everything they need to succeed. 

A first offer probably won't win you the deal immediately, but it can immediately lose you a deal, or get you removed from the process. Getting that first offer right is paramount to going through the rest of the buying process successfully. Sellers will use their own internal rules and processes to study how these offers are made to maximize buyer potential. 

What stops a buyer from saying yes is rarely as clear cut as we would like to it to be. It may be practical, it may be emotional, but either way sellers must be prepared and comfortable dealing with whatever stops the buyer from pulling the trigger. Sellers will use real objections to structure responses that move the process forward, but can even build a deeper trust in the process. 

We are constantly negotiating with our clients. Whether it's about the date of a meeting, or the price point of a contract. We are negotiating earlier and about many more things than we realize. Sellers need to look at negotiating not as something that happens at the end of a deal process, but something they are doing in every conversation. The psychology is in play in every client interaction. 

Client presentations are about WHAT we say, and HOW we say it. We can have the greatest product in the world but if our client presentation is boring and not engaging then we won't get very far. Sellers don't have to be Tony Robbins at the front of the room, but some deliberate tips and tricks can bring any presentation to life and make sure that the buyer remembers the presentation for the right reasons. 

Winning clients is great, but keeping them and expanding them is a whole new skill that we sometimes take for granted. We cannot rely on clients renewing or buying our new products. Instead it needs to be an active process with your seller putting in the same energy, effort and planning as they did to win the client in the first place. 

It would be great if nothing ever went wrong and we never suffered a service failure for our clients, but that is simply not realistic. The realistic version is to have a plan in place for if and when a failure occurs. Your seller's response to that failure will entirely determine whether the client stays a client and how they talk about your company to other potential clients.