Building relationships in sales is extremely important. You need to find a genuine human connection with your customer so they trust you as a person, not just the product you represent.

But don’t forget that there is a transaction involved. Be the one to bring up the sale, not because you want to pressure or strong-arm the other person, but because you genuinely believe you can provide value to them. Build rapport, but push the conversation towards a valuable outcome.

It’s uncomfortable, but people like when you take the lead of a conversation.