Do you think of your client as THEM or vice versa? Often times it’s hard to determine how each side began competing for control of the relationship. Regardless, it’s imperative to not let the relationship spin out of control to enemy territory. Examples: 1) Focus on rehearsing call vs. planning how to get the conversation rolling 2) Asking for documentation/approval at all steps vs. trusting first 3) Obvious up-selling vs. sincere interest in client needs beyond the contract. Are you at your brand’s front line with a helmet or a handshake?