When it comes to Sales, there’s often an urge to jump straight to the close, to secure the deal as soon as possible. But let me tell you, in all my years of working with businesses, I’ve learned one golden truth…if you focus solely on the sale, you might win a customer, but if you focus on the relationship, you’ll gain a lifelong client and advocate.
Forget the Quick Win
In that first appointment, it can be tempting to bring out your pitch, showcase your services, and go in for the close. After all, isn’t that what sales is all about? Well, no, not if you want to build something sustainable. True sales isn’t about the quick win; it’s about laying a foundation that leads to consistent and long-term revenue, driven by a solid relationship.
Rather than diving into the technicalities of your solution, ask yourself: “Do I truly understand this person’s pain points? Have I shown that I care about their needs?” Address their problems first. Listen, ask questions, and listen some more. Show genuine interest and curiosity. Remember, people want to work with those who understand their struggles, not those who are simply eager to sell.
Adding Value Before the Sale
Your focus should be on adding value before you even think about making an offer. You’re not there to impress with what you know but to help identify what they need. Perhaps you can connect them with someone in your network who might be a good fit to help them. Maybe there’s some advice or insight you can share that directly alleviates some of their struggles.
When you make this shift—adding value before the sale—people start to see you as a trusted advisor, not just another salesperson. And that shift makes all the difference.
Sell the Solution, Not the How
Once you’ve established the relationship and understood their pain points, then it’s time to offer a solution. But here’s where many go wrong—they go too deep into the “how.” They explain every detail of the process, every feature of the service, every technical aspect of the product.
This isn’t the time for the “how.” At this point, you need to paint a picture of the outcome, what their future looks like with your solution. Leave the mechanics for later. If you’ve truly connected, understood, and added value, they’ll be the ones asking, “How do we get started?”
Revenue Will Follow Relationships
Sales isn’t a one-time transaction; it’s the beginning of a relationship. If you treat it like a race to revenue, you’ll lose the richness of what could be a prosperous, lasting partnership. Relationships lead to trust, trust leads to referrals, and referrals lead to a network that keeps expanding. In the long run, prioritising relationships will always be more profitable.
So next time you’re in front of a potential client, take a deep breath. Don’t go for the kill, don’t rush for the deal. Build a relationship, add genuine value, and let the revenue come as a by-product of real trust.
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