Most salespeople are “friendly” with their customers, but not “friends” with them. What’s the difference? A “friendly” person will call you back when they get time, but a “friend” will take your call the first time (or call back immediately).
If you figure out how to become friends with your customers, you’ll finally stop competing on price and feature lists, and instead you can be the first one to know what’s happening within their business… even if it has nothing to do with your services. Helping people fix their problems, achieve their goals, or simply listening to them when you have absolutely zero financial incentive is the true measure of friendship.
One Moore Thing: Stop pushing for a sale and instead figure out how to become friends.