Nothing will work every time in sales, not even winning on price.

One way to strengthen your chances of success is to become known, liked, and trusted by your future clients.

One way to become known, liked, and trusted by your future clients is to make their goals, your goals.

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In other words, understand the way your product or service can help your client achieve their business, personal, or other goals. Where do you and your work dovetail with their journey?

Goals can be complicated, mind you. While you might assume the goal for your client is revenue, it could actually be reputation. Or the goal could be a smooth and easy experience with a certain product or service.

Goals aren’t easy to uncover, but make it your aim to do so. Ask good questions. Be bold. You’ll become more of a partner than a vendor. And you’ll enjoy your sales job much more than you ever thought possible.