The one thing I have learned over the years is that a sale is only half the battle. Yes, it is tough to gain a client. Yes, sometimes a sale can take a while to close. Yes, there are objections you have to overcome. The number one thing that you need to understand, though, is that selling is just the beginning.

Once you have won the business, you have to deliver. You have to deliver what you sold. The product. The solution. The customer service. We all too often get consumed with the excitement of winning the deal that we overlook what we were selling.

If we sell a product and don’t deliver, then we will be ultimately compromising our integrity. The last thing we want to do in the marketplace is say we can do something when we actually cannot.

After selling a solution, we must make the client our priority. We need the references. We need the referrals. We need to feel proud of the product we are delivering.

Are you selling and running away or are you selling and delivering?