Partnering With the CIO: The Future of IT Sales Seen Through the Eyes of Key Decision Makers

Act like a Consultant

In their visionary book Clients for Life Jagdish Sheth and Andrew Sobel explore the essential qualities of long-term business relationships. Early in the book, they offer this valuable observation:

If you sell a complex product or service that is critical to your client’s business . . . your client will have a significant need for advice and consultation, and the opportunity exists for you to become an advisor to him rather than just a salesperson.

The book’s final chapter, entitled “The Soul of the Great Professional,” makes the argument for developing an “abundance mentality” that is constantly seeking new opportunities and is always generating fresh ideas.

Sheth and Sobel conclude that great professionals are mission oriented; they channel adversity into wisdom and confidence; they always view old clients as new clients; and they engage in continual self-renewal.

Their book contains almost no tactical advice—because great professionals:

• Are by nature strategic thinkers.

• Don’t focus on selling; they focus on partnering.

• Look for opportunities to generate tangible business benefits for their clients over time.

• Tend to hang onto their clients longer and earn more income precisely because they’re not perceived as selling products or services. Instead they’re seen as helping clients grow their businesses.

• Are perceived the same way by their clients. They are seen as trusted advisors committed to providing value over the long haul.

How do you want your clients ...