Why You Shouldn’t Always Be Closing and What to Focus on Instead
In the world of business, especially for solo entrepreneurs and small businesses, the pressure to constantly sell can be overwhelming. We often hear that every conversation should aim to close a sale or convert a lead. But what if there was a different way to approach these interactions? Spoiler alert: There is, and it’s much more effective in the long term.
Shift the Focus: From Selling to Connecting
When we approach every interaction with the goal of making a sale, we put immense pressure on ourselves and the people we’re communicating with. This can create a transactional feel that can be off-putting. What if, instead of trying to close the sale in every conversation, we focused on building connections?
Connections are the foundation of any relationship, personal or professional. By fostering genuine connections, you’re not just selling a product or service; you’re selling yourself, your values, and your brand’s authenticity. When people feel a real connection with you, they’re more likely to trust you and, eventually, do business with you.
The Power of Conversations
It’s easy to think that every message, email, or direct message should be a pitch. But consider this: How often have you made a purchase because someone genuinely connected with you? Maybe they commented on a post you made, or sent you a message that wasn’t about selling something, but about something that resonated with them in your content.
I’ve personally made some great connections—and even friends—through random direct messages. These weren’t cold sales pitches; they were simple, sincere comments or responses to something I had shared. Sometimes, these conversations lead to business opportunities, and sometimes they don’t. But they always lead to something valuable: a connection.
For example, I’ve had conversations with people just because I found their comments insightful or appreciated their perspective. These interactions were not sales-driven, but they often resulted in ongoing dialogues. Over time, these connections can lead to referrals, collaborations, or even sales, all because they started from a place of genuine interaction, not pressure to close a deal.
Your Magic in Every Connection
Every person you interact with is another opportunity for someone to get to know a little bit of your magic—what makes you and your business unique. When you’re not focused on selling, you’re more likely to let your true personality and values shine through, which is far more compelling than any sales pitch.
People remember how you make them feel. If you make them feel valued, heard, and connected, they’re more likely to remember you when they do need the product or service you offer. They might not buy from you today, but because you’ve established a genuine connection, they’re more likely to come to you in the future or recommend you to others.
Authenticity Over Salesmanship
In a world where everyone is trying to sell something, authenticity stands out. By focusing on building connections rather than pushing for sales, you create a network of relationships that can lead to long-term business growth. And the best part? This approach feels better, too. It’s more aligned with who we are as individuals and business owners who value relationships and meaningful interactions.
So, the next time you’re engaging with someone online or in person, remember: You don’t need to close a sale. You just need to open a conversation. Build connections first, and the business will follow.
