A short excerpt from a YouTube video by David Jenyns arguing that sales should be framed as opening and sustaining a relationship rather than solely closing transactions. The speaker emphasizes leading conversations to show how products align with a prospect's values, building ongoing commitment via contracts, and distinguishing relationship-building from the immediate act of purchase.
We don't close here. We don't close a sale. We open a relationship. The way we lead the sales process the whole time we're having a conversation with you to give you a sense of why you would benefit by having a relationship with us. This has nothing to do with whether or not you buy from us. This is just like we want to have a relationship with you. And we have that relationship by offering these products which we believe suit this need of yours. And by the way, it's connected to the things you find important. If these are the things you find important, because we do, then we should sustain this relationship for a period of time. And we do that by having you sign this contract.
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