Without the client recognizing that “caring” is being created by the “sales” person involved, the likelihood of “closing” a sale is, using today’s metrics, about 5-6%.  That number is accurate, as all the knowledgeable gurus will tell you, AND that is because almost no one even slightly cares about the first critical proof point in creating value with a client… their recognition that YOU care about THEM.

NO…. It's all about me!  My funnel, my process, my plans, my presentations…my, my, my!

So, as caring is the first link in a value-creation chain, how do we learn to do that, show that, and get client recognition that we ARE doing it?

Dave Brock has talked a lot about this, and he is a marvelous source for the TRUE world of value creation WITH a client.  Check out his blog… It's RIGHT ON!!!

The “playbook” below gives you concrete steps for what caring is, how to create it, deliver it, and get it recognized.

CUSP Caring Playbook

Leading the Sale by Serving the Outcome

Premise:
We do not sell products.
We steward outcomes.

If the client does not win, we do not win.

Caring is not sentiment.
Caring is disciplined ownership of the client’s intended result.

1. DEFINE THE OUTCOME BEFORE YOU DEFINE THE SOLUTION

Before any proposal, answer:

• What does success look like 6–12 months from now?
• How will it be measured?
• What happens if this fails?
• Who inside the client organization bears the risk?

If the outcome is vague, pause the sale.

Clarity precedes caring.

2. ACCEPT STEWARDSHIP, NOT JUST RESPONSIBILITY

Responsibility says: “I delivered what was sold.”
Stewardship says: “I stay engaged until it works.”

Once trust and resources are entrusted to you:

• You own the quality of the recommendation.
• You own the integrity of the expectations.
• You own follow-through.

Caring extends past contract signature.

3. PRACTICE ADVISORY COURAGE

Caring requires hard conversations.

You must be willing to:

• Say no when misaligned.
• Challenge unrealistic expectations.
• Slow down a rushed decision.
• Walk away from revenue that harms long-term trust.

Short-term commission thinking destroys long-term client value.

We protect the client — even from themselves when necessary.

4. BUILD CARING INTO YOUR PROCESS

Caring is not personality-driven.
It is system-driven.

Every engagement must include:

• Documented client objectives.
• Agreed-upon success metrics.
• Scheduled outcome reviews.
• A post-implementation effectiveness check.

If you are not measuring the outcome, you are not caring about the outcome.

5. THINK IN TERMS OF CLIENT CONSEQUENCE

Before finalizing any recommendation, ask:

• If this works, what changes for them?
• If this fails, what does it cost them — financially, politically, personally?
• Would I recommend this if I were to carry their risk?

Caring grows when consequence becomes visible.

6. ALIGN IDENTITY

You are not a seller.
You are a servant-advisor.

A seller pursues transactions.
An advisor pursues outcomes.
A servant pursues alignment of purpose.

At the intersection of those three, trust is built.

7. THE DAILY STANDARD

At the end of each day, ask:

• Did I advance a client’s real objective?
• Did I protect a client from harm?
• Did I choose integrity over convenience?
• Did I behave as a steward of trust?

If yes, you served well.

If not, adjust tomorrow.

The CUSP Caring Commitment

We will:

• Care enough to understand.
• Care enough to tell the truth.
• Care enough to measure the result.
• Care enough to stay engaged.

Because when outcomes matter most,
serving the client’s purpose is the only score that counts.

Mitch Little