Securing the initial sale is one of the early stages of the sales process. But after a new client has agreed to do business with you, the sale is not over. Rather, it is just the beginning of the cycle, and when managed properly, it can lead to ongoing sales spanning many years. It is necessary to position yourself as a trusted advisor rather than a salesperson, which involves shifting the focus of your client meetings from the sale at hand to future deals.

Norm Trainor calls this a "recalibration of your client's expectations" in The 8 Best Practices of High-Performing Salespeople. Essentially, it requires changing your position in their mind from a one-time salesperson to a long-term financial advisor.

The best time to start positioning yourself for future sales is after the initial sale, when you are delivering the product (an insurance policy, for instance). Take this opportunity to reassert your commitment to serving the client and meeting their expectations. Do not let small details slip by - make sure everything on the contract is in proper order, and verify that you have fulfilled all the promises made during the initial sale.

In order to make the delivery meeting as successful as possible, it is wise to treat it as you would a sales call with a new client. As Norm explains, this is the time to identify your objectives, then lay out a plan to reach those outcomes. Think about the potential objections your clients may raise. How can you counter those concerns and use them as leverage to additional sales in the future? Develop an understanding of your client's business and goals, and use that knowledge to determine what potential needs you can satisfy as their financial advisor.

What is your process for delivering products after the sale? How do you identify other sales opportunities with your new and existing clients?

View these meetings as a chance to deepen your clients' trust and confidence in you and prove that you prioritize customer service. Continue to increase your value by offering solutions instead of products. Address the challenges they face with their finances and present methods of solving the problem, much like electronics retailers offer software upgrades to build upon what their customers expect. This combination of adding value and committing to ongoing service will enable you to increase sales while also laying the groundwork for a life-long business relationship.

Matthew Asser has spent the last few decades gaining expertise in how financial services firms can optimize their operations, marketing, new products, business development and client relationship management practices. He's well-versed in the challenges that an entrepreneur may struggle with, and as a Senior Coach and Facilitator, helps clients achieve business change through The Covenant Group's extensive financial advisor training programs.