Making A Sale Vs Cultivating Trust

"Stars in these [sales and client management] fields do not approach a customer or client with the determination to make a sale; rather they see themselves as consultants of sorts, whose task is first to listen and understand the client's needs- and only then match the what they have to those needs.

Should they not have what's best, they'll say so-or even take a client's side in making a justified complaint about their own company.

They would rather cultivate a relationship where their advice is trusted than torpedo their relationship just to make a sale.

(This holds wherever someone's success depends on repeat customers or keeping a company's ongoing clients happy)", p87, Social Intelligence (Daniel Goleman)