The Currency Of Connection
So how do you build real relationships in business?
Why Relational Selling Still Works
You can feel it before a single word is spoken—the difference between someone who genuinely values connection and someone who only sees you as a number. Some salespeople approach every interaction with a sense of urgency that isn’t about serving the client, but about meeting their quota. It’s not confidence, it’s desperation. You can sense it, and so can your customers.
Too many professionals approach sales like a sprint, obsessed with quick wins and immediate transactions. They push hard, close fast, and then move on, chasing the next deal. But the truth is, transactional selling is a race to nowhere. The moment a customer feels like they’re just a step in your process, you’ve already lost them.
The real winners in business understand that trust and relationships are everything. A great product or service will get you a sale. A great relationship will get you a lifetime of business.
Think about the people you consistently buy from—the barber who’s been cutting your hair for years, the service advisor who always makes sure you’re taken care of, the consultant who follows up even when there’s nothing to gain. What sets them apart isn’t just competence, it’s connection. They make you feel seen. And because of that, you don’t shop around. You go back to them.
So how do you build real relationships in business?
Detach from the outcome. When people sense that you care about them beyond the transaction, they open up. When they feel like you’re just working an angle, they shut down.
Master the art of remembering. Know what matters to your clients—their kids' names, their past purchases, the struggles they’ve shared. People don’t remember what you sell them; they remember how you made them feel.
Show up beyond the sale. The easiest way to lose a customer is to disappear once the deal is done. The easiest way to keep one is to check in when they least expect it.
Play the long game. Every interaction is an investment. Some pay off now, some in a year, some in a decade. But they all count.
Success in sales isn’t about how many deals you close this month. It’s about whether your clients still trust you a decade from now.
Are you building something that lasts? Or are you just chasing the next sale?