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Assuming you have delivered the agreed outcomes, this is the best time to investigate what opportunities might exist for further work. At this stage the relationship with your client will be at a peak. He or she will have direct personal experience of the fact that you are trustworthy. Against the other forms of entry, this is the best time to enhance the relationship and discuss what future work opportunities might exist.

The sales or marketing models that are applied in this situation are numerous and well documented in a range of other books and journals, so they are not covered here. However, I offer one proposition, the idea that in developing a sales transaction the customer must be encouraged to walk through a series of adaptive stages (Fig. 12.4). In taking the client through these steps, you will take them: from generic curiosity through to specific interest; and from cognitive awareness to behavioural action.


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