"you need to build relationships"

"Sales and selling shouldn't be competitive or manipulative.
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Selling is usually competitive, though. Some people love and thrive on the competition. Competition is wrong when the competition is with your client, the industry, or your colleagues. Competition against your best self, well, is needed.
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You do not need to overcome objections; you need to solve problems.
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You do not need to attack the market; you need to build relationships.[Moi ici: Outra vez as relações]
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You do not need to capture deals; you need to create solutions together."

Trecho retirado de "The No. 1 Rule in Sales Is to Forget What You've Been Taught About Sales"