In sales, we often find ourselves grappling with a false choice – do we focus on relationship building with the customer, or focus more on winning the deal at all costs? It can often seem like there is no middle ground, we have to either perform like a hardliner or try and gain the customer’s favor. But it is not, in fact, an either/or situation.

This white paper explores the middle ground between building relationships and winning the deal and offers helpful tips on ways to nurture both your relationship with the customer while keeping your eye on the prize. Read more to discover how it might be the way salespeople think about their customer relationships that prevents them from focusing on and winning the deal.

JMReid Group is a training company that provides sales programs with this middle ground at top of mind. If you like what you read, contact us in the interest of your sales team at www.jmreidgroup.com.