Q. I've always felt that closing a deal is not the end but the beginning of a partnership. It has been challenging at times to continue the relationship after the deal is done since my focus is to generate new revenue for my company. Furthermore, my company feels that an existing client is not as fruitful as new clients. What are your thoughts?

A. In today's fast-paced world, it is very difficult to cultivate and maintain a relationship with a client, but that is exactly what successful sales people are doing to stay at the top. Most sales leaders approach their work with the goal of building long-term relationships.

The focus isn't just on what you can sell clients but how you can forge lasting ties with existing clients. These existing clients will help you network because you have gained their trust and showed you have knowledge about what you are selling.

Positioning yourself as a sales consultant with existing clients will help you generate revenue even if your company doesn't seem to think so. Your relationship with these clients will give you credibility that will in turn give you recognition from prospective clients.

In a nutshell, you are right. Honor commitments, follow up as promised and keep in touch. This fosters customer loyalty.