Engage the client as a person, not a prospect

You just got off the phone with a friend, who told you that they happened to see a competitor’s crew, installing a large sign for one of your oldest and most “secure” clients—proving the old saying that your clients are your competitor’s best prospects.

I don’t know anyone in sales, including yours truly, who hasn’t gone through this scenario at one time in their career.

We ask, “What did we do wrong?” Most of the time, the answer stems from our original approach and presentation.