A good relationship with the prospect is very helpful to getting the sale. However, a good relationship by itself will not win the day. A good relationship is a good start, but it is only one step in an effective sales process. We also need to know whether the prospect has a compelling reason to buy what we are selling. In addition, we need to be able to solve the prospect’s pain better than our competition can. Assuming we have that competitive advantage, the prospect has to have the money to spend on our product and they have to be willing to spend it. Then, of course, there is the decision process and the timing of the project, etc. Admittedly, a great relationship with the prospect will facilitate the other steps. For instance, they may be willing to tell you information they may not tell other competitors. You may be able to get background and context that competitors don’t get because of your relationship. But never forget that the relationship, important as it is, is only one step in the sales process.
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