There are six steps to complex sales and long-term commercial relationships: 1) get to know all four buying influences (economic, user, technical, coach), 2) informational gaps are red flags, objectives to address. ‘Leverage from strength’ describes using advantages to remove flags, 3) buyers are receptive when in growth or trouble mode, but not ‘even keel’ or overconfident mode, 4) results are objective; wins are subjective; buyers need both, 5) matching your company’s characteristics with candidate characteristics identifies ideal customers and so reduces wasted prospecting, 6) the sales funnel (prospect, qualify, cover the bases, close) is a forecast tool. Action plans help improve current position (moving prospects down the funnel) and are to be done every 2-4 weeks for key accounts.