( CNN ) -- With Iran 's Foreign Minister Javad Zarif and U.S. Secretary of State John Kerry set to meet in Vienna and the November 24 deadline to the P5+1 and Iran nuclear talks in sight , the White House 's ability to provide Iran with significant sanctions relief early in a nuclear deal remains unclear . At the same time , any perceived failure by the U.S. to deliver could complicate , if not poison , what will already be a tenuous post-deal period . U.S. negotiators have not helped their cause . During the latest round of talks in New York , the U.S. 's lead negotiator , Wendy Sherman , promised that `` as soon as we [ the U.S. ] suspend our major sanctions -- which will happen very early in the agreement -- the world will flood into Iran . '' Her comment was echoed by that of Western diplomats , who likewise urged the Iranians `` not [ to ] underestimate the huge economic relief for their people '' in case of a nuclear deal . Holding out the carrot to Iran is a sensible negotiating strategy , but only insofar as the U.S. and its European partners can deliver on it . Few , however , believe that to be the case . Companies that would otherwise jump at the opportunity to capture Iran 's enormous market are being advised to take a wait-and-see approach in the case of a nuclear deal . At the same time , Iran 's population -- according to recent polling -- remains in a state of disbelief as to the U.S. 's willingness to lift the sanctions and turn the page in its relationship with Tehran . This should be a major source of concern . It 'd be the ultimate tragedy for the White House , which has spent as much political capital as it has on the nuclear negotiations , to have defeat snatched from the jaws of victory thanks to the lingering effects of its sanctions . With a region in turmoil as ISIS , which calls itself the `` Islamic State , '' continues its rampage through Iraq and the Levant , the Obama administration can not afford the outbreak of hostilities with Iran . That 's why President Obama must take steps to instill confidence in all parties that the U.S. can uphold its end of any nuclear bargain . What can the White House do ? First , control the process . What the White House needs to do is take control of the sanctions file , create a plan of action for sanctions relief , and oversee the various federal agencies involved with sanctions enforcement . Some of that has occurred during the interim period of negotiations -- as the White House was not keen on any surprises that would frustrate the Iranians and the nuclear talks in the process -- but White House involvement needs to accelerate if sanctions relief is to take place in a clear and coordinated fashion . Why is this so important ? Because European , Asian , and even potentially U.S. firms will be looking at the roll-out of sanctions relief to gauge the speed and confidence with which they ( re- ) enter Iran . Companies ' legal advisers will be paying close attention to whether there is uniformity in the way federal agencies interpret the relevant rules and regulations , including what are expected to be broadened licensing schemes for more expanded trade with and investment in Iran . Uniformity of this kind can only come about under the explicit direction of the White House . Second , signal a shift . While a nuclear deal promises to bring to a close the most tense chapter in U.S.-Iran relations , the post-deal landscape could see the two parties hedging their bets , as commitments are weighed and obligations deferred . Outside observers will view all of this with skepticism , and caution will give way to stasis as the risk of a nuclear deal falling apart dissuades foreign companies from starting up business in or with Iran . That is why the White House must signal a shift in their approach to Iran . That means not just relieving sanctions on a schedule agreed to in the negotiations , but also taking additional measures that persuade firms that there is a sea-change underfoot in the way the West deals with Iran . For starters , the White House should continue a dialogue that has been opened with the Iranians for the first time in three-plus decades . It is no secret that the regional landscape has turned decisively in favor of U.S.-Iran cooperation -- ISIS is a mutual antagonist . Continued negotiations on the range of outstanding issues could signal a change of pace between the two long-time adversaries . The White House could also take discrete measures that instill confidence in firms interested in doing business with Iran . This includes setting up a direct financial channel to select Iranian financial institutions for the processing of licensed transactions . Such a channel could be run from the Federal Reserve , which maintains correspondent relations with banks all over the world . This would ensure that OFAC-licensed activities are able to be undertaken by U.S. persons and would signal to U.S. and foreign financial institutions alike that dealings with Iran are not as risk-prone as in the prior period . Third , reach out and advise . Fair or not , there is a lot of fear out there . Most firms avoid Iran -- even when engagement is permitted -- out of terrified respect for U.S. sanctions enforcers . That means there will need to be a lot of hand-holding to guide U.S. and foreign firms through the thicket of rules and regulations providing Iran sanctions relief . Most companies will need official assurance not once , not twice , but again and again , before undertaking transactions with or activities in Iran . The White House should be prepared to do the requisite outreach and ensure that both the Treasury and State Department are well-staffed to advise firms on the scope of permissible activities . In spite of the wrong-headed advice of its closest allies , the Obama administration has courageously pursued the diplomatic path with Iran . That political courage can not have been in vain . If , as a senior Obama administration official said this week , `` the next two years will be transformative in ... [ the U.S.- ] Iran relations ... , '' then the White House needs to first ensure that it upholds the U.S. 's end of a nuclear bargain . That means not just being prepared to offer Iran sanctions relief , but making sure that the relief sticks and its benefits inure to Iran and its people . There is no better way , after all , to avoid the outcome a nuclear Iran .
White House ability to provide Iran with sanctions relief is unclear , writes Cullis . Cullis : A poll suggests Iranians do not believe Iran is willing to lift sanctions . With ISIS conflict , Obama administration can not afford hostilities with U.S. , he says . White House 's involvement needs to accelerate , he writes .