Never Say Sell (Tom McMakin et al.)
Problem
Clients disengage when conversations focus on your services instead of their needs.
Action
Identify the client's most important business problems before discussing solutions.
Outcome
Clients see you as a trusted advisor.
Chapter: Why We Never Say Sell - Who We Are and the Problems We Want to Solve
Problem
Relying on a single client contact limits long-term growth.
Action
Build trusted relationships with people across the client organization.
Outcome
The account becomes stronger and more resilient.
Chapter: Why We Never Say Sell - Who We Are and the Problems We Want to Solve - From Foothold to Footprint
Problem
Waiting for clients to ask for help limits growth.
Action
Look for practical ways to solve client problems before they become requests.
Outcome
New opportunities develop naturally.
Chapter: Why We Never Say Sell - The Imperative and the Opportunity
Problem
Strong client relationships cannot be rushed.
Action
Stay engaged through consistent, helpful interactions over time.
Outcome
Trust grows into lasting business relationships.
Chapter: Why We Never Say Sell - The Imperative and the Opportunity - Learning to Farm
Problem
Spreading effort across every account reduces your impact.
Action
Prioritize accounts with meaningful client needs and strong growth potential.
Outcome
Your time produces greater results.
Chapter: Why We Never Say Sell - The Imperative and the Opportunity - The Diamond of Opportunity
Problem
Large client relationships create challenges that are easy to underestimate.
Action
Plan your relationship strategy before engaging complex organizations.
Outcome
You make better decisions throughout the account.
Chapter: Why We Never Say Sell - The Challenges
Problem
Technical expertise alone does not solve client problems.
Action
Study how the client's business operates and succeeds.
Outcome
Your advice becomes more relevant.
Chapter: Why We Never Say Sell - The Challenges - The Challenge of Knowing Too Much About the Wrong Thing
Problem
Important decisions often involve many stakeholders.
Action
Identify the people who influence important decisions.
Outcome
You engage the right decision-makers.
Chapter: Why We Never Say Sell - The Challenges - The Challenge of Complex Organizations
Problem
Limited relationships reduce your influence.
Action
Develop trusted connections throughout the client's professional network.
Outcome
Support for your work becomes broader.
Chapter: Why We Never Say Sell - The Challenges - The Challenge of Serving Complex Networks
Problem
Clients miss out on valuable expertise when teams stay disconnected.
Action
Connect clients with colleagues whose expertise matches their needs.
Outcome
Clients receive more complete solutions.
Chapter: Why We Never Say Sell - The Challenges - The Challenge of Introducing Your Colleagues
Problem
Relationship success is difficult to repeat without a consistent approach.
Action
Follow repeatable processes for managing important client accounts.
Outcome
Growth becomes more sustainable.
Chapter: Why We Never Say Sell - The Challenges - The Challenge of Scale
Problem
Generic support rarely solves important problems.
Action
Match your help to the client's highest-priority needs.
Outcome
Your work creates greater value.
Chapter: How We Can Help - The Challenges
Problem
Poor self-awareness reduces your effectiveness.
Action
Evaluate your strengths and limitations honestly.
Outcome
You contribute more effectively.
Chapter: How We Can Help - Farming for Knowledge - Know Thyself
Problem
Wrong assumptions weaken client relationships.
Action
Ask questions to understand the client's goals and priorities.
Outcome
Your guidance better fits the client's needs.
Chapter: How We Can Help - Farming for Knowledge - Know Thy Client
Problem
Important accounts lose momentum without direction.
Action
Create and maintain a structured account development plan.
Outcome
Relationship growth becomes more intentional.
Chapter: How We Can Help - Farming for Knowledge - The Secrets of Diamond Account Planning
Problem
Poor quality quickly damages credibility.
Action
Deliver high-quality work on every engagement.
Outcome
Clients gain confidence in you.
Chapter: How We Can Help - The Seven Disciplines of Successful Farming - Discipline 1: Do Good Work
Problem
Transactional relationships rarely last.
Action
Show sincere interest in the client's success and well-being.
Outcome
Trust becomes deeper.
Chapter: How We Can Help - The Seven Disciplines of Successful Farming - Discipline 2: Be a Good Friend
Problem
Working alone limits the value you can provide.
Action
Involve colleagues whose expertise strengthens the client's solution.
Outcome
Clients receive broader expertise.
Chapter: How We Can Help - The Seven Disciplines of Successful Farming - Discipline 3: Leverage Your Team
Problem
People repeat the behaviors that receive recognition.
Action
Recognize actions that create lasting client value.
Outcome
Helpful behaviors become part of the culture.
Chapter: How We Can Help - The Seven Disciplines of Successful Farming - Discipline 4: Incent Good Work
Problem
Speaking too soon leads to incomplete understanding.
Action
Ask thoughtful questions and listen carefully before giving advice.
Outcome
You understand the client's needs more accurately.
Chapter: How We Can Help - The Seven Disciplines of Successful Farming - Discipline 5: Listen
Problem
Abstract claims are difficult for clients to trust.
Action
Use real stories to show how similar problems were solved.
Outcome
Clients understand your value more clearly.
Chapter: How We Can Help - The Seven Disciplines of Successful Farming - Discipline 6: Tell Great Stories
Problem
Opportunities stall without a specific commitment.
Action
Request one clear and appropriate next action.
Outcome
Conversations move forward.
Chapter: How We Can Help - The Seven Disciplines of Successful Farming - Discipline 7: Master the Art of the Ask
Problem
Clients trust experienced peers more than promotion.
Action
Create opportunities for clients to learn from one another.
Outcome
Confidence grows more naturally.
Chapter: How We Can Help - Seeds of Change - The Power of Peers
Problem
Valuable relationships are difficult to build without introductions.
Action
Develop relationships with people who naturally connect others.
Outcome
Your network expands more quickly.
Chapter: How We Can Help - Seeds of Change - The Power of Routers
Problem
Scattered information leads to missed opportunities.
Action
Use technology to maintain accurate and accessible client information.
Outcome
You make better-informed relationship decisions.
Chapter: How We Can Help - Seeds of Change - The Power of Technology
Problem
Important lessons are lost when they are not recorded.
Action
Document and share insights from client engagements.
Outcome
Future work becomes more effective.
Chapter: How We Can Help - Seeds of Change - The Power of Experience and Insight