Winning new clients and building long-term relationships is based on a fundamental principle:

The mutual exchange of value.

Let's start with a few foundational definitions and concepts:

• All long-term relationships are based on a mutual exchange of value.
• Value is anything people will buy with their time and money.
• Your prospects live in their own emotional whirlwind.
• Ultimately, anything we buy with our time and money is to achieve one thing...
  A higher emotional state. Or, put another way, to simply feel better.
• Your prospect’s current circumstances in life are a direct result of their beliefs, attitudes, and habits.

To remove any negative feelings, thoughts, or opinions you have about sales, and any "ickey" experiences you might have had in the past, I want you to reframe how you see the conversation with your potential clients.

See yourself as a benevolent servant leader. Like, say, a doctor. You'll ask questions, diagnose problems, and propose solutions.

The...