A client who runs a marketing agency and I have been having an ongoing conversation about establishing the best client relationships. The gist of our discussions has centered on the “old way” of selling versus the “new way” of selling.

Simply, the old way is pushy and presumptive: The client sits on one side of the desk and the seller sits on the other side of the desk. The focus of the seller is on the transaction that he or she is trying to make happen.

The new way is questioning, problem-solving, and consultative: The client and the seller both sit on the same side of the desk, figuring out the best solution for the potential client. The focus of the seller is on the relationship with the potential client.