We do our best to get that account (business) because we want it so much. We send out our “cute” proposals and power point presentations, we try to impress and more. Finally, we got that account. Whew… Let’s celebrate and move on to another perspective client. Sounds familiar?

We forget that when it comes to ongoing client relationships, we are still in the “sell” process every time our client has to sign a check for us. So what that he/she agreed to work with us and so what that they like us … things can change any moment and you just lowered your “A” game … or better yet … shifted it onto another client you want to get.

When it comes to B2B selling it’s about the following;

1. How did your company help our company?

2. Why should we keep signing that check for ongoing services?

3. Why can’t we go on without you?

The reason why B2B relationships end early is not because of poor service. How many times did we hear “everything was going OK, we were doing well, for some reasons these guys decided to part with us. They said they had to cut on expenses …. but why did they consider our service to be the first one to drop???”

You know why?

Because they didn’t see value in it. Why didn’t they see it even though you say you were doing well? ………… Because you didn’t answer those 3 questions above EVERY TIME THEY HAD TO SIGN A CHECK!

Whenever you want to look good to your boss (company owner, CEO, board of directors) tell them how much money you’ve made or saved the company last month. The higher the number the wider the smile. Take the same approach with your B2B clients.

“Here is your monthly bill …… thank you for paying it …… oh and here is how we made your company better, here is what we made you, here is how much we saved you, here is why you can’t live without us, here is how we’re one of the best in our industry and you made the right decision when you chose us, etc.”

Even though you THINK you’ve sold them on your services, you’re wrong.

After the sale it doesn’t end there. Let your client know every month how you’ve helped their business. Do few “cute” reports for them. We saved you $$$. We made you $$$ this month…

Love us, love us, love us. You can’t live without us!