The biggest misconception of sales and selling to clients is that you’re convincing someone to buy from you. This manipulative view leads to poor processes and poor outcomes. 

It’s very unlikely this potential client values what you value.

This is where the manipulation shows up in attempts to correct this misalignment.

(rarely works).

Instead, see if you can learn what your client values.

Become a detective to understand how they see what they need and want.

Become a partner to them in creating or capturing that need together – and ask yourself how you can help bring them to that better future faster, easier, or more artfully.

Even that is not enough.

Your job isn’t even just to deliver and meet expectations but to go beyond them.

The best client relationships go beyond the initial scope into an even more expanded and valuable future.

Selling is the art of transformation. 

The faster you identify what transformation is needed, the faster you can start delivering value to your clients.