Are You Closing Deals or Opening Relationships?
John Harvey
Sales Division Manager | I Build Elite Sales Teams, The Systems for Scalable Growth and Predictable Revenue Streams
By John R. Harvey
Let me ask you something, are you just closing deals, or are you opening relationships that create long-term success?
For a long time, sales professionals have been taught that closing is the ultimate goal. The faster, the better. But here’s the thing. Customers have changed. They see through transactional sales tactics. And that’s why the real power is shifting toward relationship-driven selling.
The Breakthrough: Why Relationship-Driven Sales Wins
I remember the exact moment I realized this shift. I was analyzing two sales teams, one focused on hitting numbers, the other focused on creating value. The first team closed deals quickly but struggled with retention. The second took a consultative approach, built deep relationships, and saw repeat business and referrals skyrocket.
That’s when it hit me: Trust is the real currency in sales. And relationship-driven sales professionals have it.
So, what makes them so effective? Let’s break it down.
Step 1: Qualify for Fit, Not Just for the Sale
Ever notice how some salespeople rush to pitch before understanding the customer’s real needs? The best salespeople dig deeper.
What Not to Say: "Are you looking to buy?"
What to Say: "What challenges are holding you back from where you want to be?"
Action Step: Instead of focusing on immediate interest, focus on long-term alignment.
Step 2: Sell Outcomes, Not Just Features
Most customers don’t care about your product’s specifications. They care about how it will solve their problems.
What Not to Say: "Here’s what we do."
What to Say: "Here’s how we solve your biggest problem."
Action Step: Shift your pitch from "what we offer" to "how we create impact."
Step 3: Handle Objections with Collaboration, Not Defense
Objections aren’t deal-breakers, they’re opportunities to understand your customer’s mindset.
What Not to Say: "Let me explain why you’re wrong."
What to Say: "I hear you. Let’s explore what success looks like together."
Action Step: Turn objections into conversations that lead to deeper trust.
Step 4: Negotiate for Value, Not Just Price
The goal isn’t to get the deal done at any cost. It’s to maximize long-term value for both sides.
What Not to Say: "How can we make this work?"
What to Say: "Let’s build a solution that maximizes your ROI."
Action Step: Negotiate with a mindset of partnership, not concession.
Step 5: Follow Up with Value, Not Just Persistence
Most follow-ups feel forced because they don’t offer anything new. The best salespeople follow up with insights.
What Not to Say: "Just checking in."
What to Say: "I found something that can help you—thought of you immediately."
Action Step: Make every touchpoint valuable to your prospect.
Step 6: Close with Alignment, Not Pressure
A deal should never feel forced. It should feel like the logical next step for both parties.
What Not to Say: "Ready to sign?"
What to Say: "Are we aligned on the impact this will create for you?"
Action Step: Focus on alignment, and the close will happen naturally.
Step 7: Onboard with a Plan, Not Just Instructions
A new client shouldn’t feel like they’re on their own after signing. Set them up for success.
What Not to Say: "Here’s what you need to do next."
What to Say: "Here’s how we’ll ensure you succeed from Day 1."
Action Step: Create an onboarding experience that delivers early wins.
Step 8: Own the Post-Sale Experience
Too many salespeople disappear after the deal closes. That’s a mistake.
What Not to Say: "That’s not my department."
What to Say: "I’ll make sure this gets resolved—let me handle it."
Action Step: Stay involved to reinforce trust and customer satisfaction.
Step 9: Expand the Relationship Proactively
Your best customers are the ones you already have. Don’t wait for them to ask for more, show them what’s possible.
What Not to Say: "Do you need anything else?"
What to Say: "I see another way we can help you grow. Let’s talk."
Action Step: Be proactive in identifying new opportunities for your customers.
Step 10: Ask for Referrals with Impact
Referrals aren’t about who your client knows. They’re about who else could benefit from your value, products and solutions.
What Not to Say: "Know anyone else who might be interested?"
What to Say: "Who else in your network would benefit from this kind of impact?"
Action Step: Position referrals as an opportunity to help, not as a favor.
The Future of Sales
If you’re still relying on aggressive closing techniques, it’s time to rethink your approach. Relationship-driven sales isn’t a trend, it’s the future. The ability to build trust, drive engagement, and create long-term value makes relationship-focused selling an essential strategy for high performers.
Your Next Move
Here’s what I want you to do:
If you do this, I promise, your sales strategy will never be the same.
Let’s Keep the Conversation Going
?? Share this article with a sales manager who’s ready to take their team to the next level. And if you’re not already following me on LinkedIn, now’s the time to join the conversation.
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Together, we’re not just hitting targets, we’re rewriting the rules of sales.
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