In my research for upcoming sales training a quote jumped out at me, “In today’s economy, it’s getting harder to find new clients, but it’s easier than ever to lose the ones you’ve got.” While not necessarily a revelation, I thought it drove home a really great point … establishing solid business relationships and, more importantly, constantly cultivating them, is the key ongoing success. 

I’m not a sales professional. I’ve never aspired to be one. In fact the quote that always comes to mind for me when thinking about sales is from Say Anything. When asked what he wants to do with his life, John Cusack’s character says (paraphrasing) “I know what I don’t want to do, sir. I don’t want to buy anything, sell anything, or process anything. I don’t want to buy anything sold or processed, sell anything processed or bought or process anything bought or sold.” 

While sales has a mixed-bag reputation full of used cars, vacuums, and pressure, the fact of the matter is that the exchange of goods and services for money is what keeps our economy running and sales professionals are a big part of that engine. 

A sales professional, though often measured, in part, by closings knows that the key to success is long-term, repeat business. 21^st Century sales professionals know that the way to get that business is through establishing and maintaining business relationships. Developing a partnering relationship with your clients where the focus becomes each other’s mutual success takes your customer off the market and ensures that you’re selling your products and services at your price.