How to turn a relationship into a sale (Harvard Business Review)

It won’t come as a surprise to sales people that focusing on relationships with the client can grow accounts faster rather than focusing solely on the sale. But how about turning conversation of a relationship into a transaction? First, do your homework and come up with some ways to make the person you’re meeting successful. To build on the customer’s success, become an advisor by adding insights and value related to the prospect’s business. After so much concern for the success of the customer, it might be difficult to capitalize on the relationship and somehow tarnish it. At that point, you should feel comfortable enough to just ask: “You know what I do. How can I be of service to you?”