--- title: How You Can Ensure Your Absolute Right to the Next Order | The Sales Blog description: I talk a lot about being other-oriented on this blog. If you are aiming to be a level 4, trusted advisor sales professional you won’t get there by being focused on yourself. I also talk about not being subservient to your client. A client who does not see you as a trusted peer is not […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_335310800.jpg --- ### [Now booking SKO meetings for 2026/27! 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If you are aiming to be a level 4, trusted advisor sales professional you won’t get there by being focused on yourself. I also talk about not being subservient to your client. A client who does not see you as a trusted [peer](http://thesalesblog.com/2014/05/11/you-sell-as-a-peer/) is not your dream client, and may very well be your nightmare. If you find the balance where you put your client’s needs at the forefront and you gain their trust by being a value creator, you can create a situation where you have an absolute right to their next order. - How do you sell so that you have an absolute right to your client’s next order? - How do sell so that you have an absolute right to the next initiative, and the right to recommend what that change should look like? Selling is conversations and commitments. The whole concept of selling is about creating a strong [preference](http://thesalesblog.com/2015/07/15/how-to-create-a-preference-for-you-and-your-offering/) for you and your solution. You can’t create a preference with the lowest price. Some sales organizations win with lowest price because it’s their business strategy. But even then, a competitor with an even lower price can displace them. That’s not a preference. To create a preference you need [relationships](http://thesalesblog.com/2011/07/06/all-things-being-unequal-relationships-win/). Relationships start with trust, and trust starts with caring. If you’re self-oriented, you make it hard to believe that you care, and when a decision is complex, risky, and expensive, trust is the first test. The relationships you have throughout your dream client’s company deepen their preference for you, your company, and your solutions. But after trust, you create a preference by demonstrating your ability to develop and [execute](http://thesalesblog.com/2013/06/02/ideas-are-worthless-execution-is-priceless/) the solution. You need to be someone that your dream client prefers because they want you to be part of their team. You also need ideas that allow you to create value from quarter to quarter and year to year. Relationships matter. The economic value that you create matters. What would you do differently if your goal was to create so strong a preference for you that you had an absolute right to your client’s next order? What would you do now to create the right to develop and execute the next initiative your dream client pursues?” ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2016](https://www.thesalesblog.com/blog/tag/2016) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on May 16, 2016 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T2:36:59 PM", "datePublished" : "2016-05-16 21:58:02", "description" : "I talk a lot about being other-oriented on this blog. If you are aiming to be a level 4, trusted advisor sales professional you won’t get there by being focused on yourself. I also talk about not being subservient to your client. 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