In the sales world, there’s immense pressure to close.

Companies, and employees, want to win the business they’re pursuing and sometimes they’re willing to bring it in at any cost.

For the traditional salesman, it’s considered a compliment to be called a “shark” or a “wolf.”

It’s even said that the ABCs of sales is Always Be Closing.

But there’s another approach.

Rather than thinking about one sale and one transaction, we can think about the business as a relationship.

It’s not about selling something to your customer, it’s about finding a solution for them. And it’s not about being there for them right now, but it’s about being there for years to come.

Sometimes that means being honest and letting your customer know that you may not be the right fit for them at the time. Sometimes it might even mean sending them to your competitor.

But the key is that the focus is on your customer’s needs, not your own.

You’ll miss out on a few sales in the short run, but the trust is worth far more.

-Brandon