It is important in sales to build a relationship so that the customer will confide with you all their problems that they need solved and all objections to your product or your service. Without report you cannot expect them to open up to logically discuss this and therefore even if you try for a slam sale and even perhaps make the sale.

No one is served well and there will be problems down the road. Even if you have made a sale on terms or price alone you need to have relationship with the customer otherwise the sale is short lived and you may not follow up with future sales and the customer will not be as happy as they could have been. But you still made the sale right? Well yes and no.

You see you have made one sale, but you may not get a second and a third. And as far as testimonials, referrals, well without a strong relationship you should not expect many of those either you see? You must make sure the customer is satisfied and you are working thru all their issues.

Even if you cannot do something they need, but you have educated them, you may find that your sale on price and their new understanding protects that sale and opens up dialogue for future products, sales and very important feedback that your company needs to service that industry. Consider all this in 2006.