As much as you might use the words interchangeably, a client and a sale are not the same thing. The main difference: the relationship.

 

A sale might get you the money on a closed deal. But in the long run, if that was your main focus, that “sale” probably is not coming back in the future. In today’s world, when a consumer has countless options on where to take their business, building a relationship is key to your success.

 

Your focus should be on making a client, not a sale. What’s the difference? When you are focused on a sale, you are doing everything to ensure you close the deal. You have your eye on the dollar sign and your profit margins. However, when the focus is shifted to making a client, you are aware that you are working with a person who has unique needs and a situation that needs to be addressed unlike anyone else. Making a client means you are building a relationship. You are willing and able to provide knowledge and services to help this person even if it means you don’t make a sale.

 

Why would you do this? Because building relationships means building your business. A client will remember the service you provided them; your expertise in handling their case. They are more likely to come back to you to complete a transaction rather than if you had been solely focused on closing a deal.