Sales Through Connection

Build the Relationship, Not Just the Deal: Managing Client Relationships in the Sales Cycle

By Jason McMullen, Intentionality Group

Category: Sales Leadership | Tags: Client Relationships, Relationship Selling, Sales Cycle, Trust-Based Selling, Intentionality

Build the Relationship, Not Just the Deal: Managing Client Relationships in the Sales Cycle

There’s a reason why some sales professionals win again and again: they know it’s never just about the product—it’s about the person. It’s easy to focus on hitting targets, perfecting the pitch, or pushing toward the close. But the most effective salespeople understand that the real work—the lasting work—happens in the relationship.

At the Intentionality Group, we coach leaders and teams to shift their mindset from “selling” to serving. Because when you approach your clients with genuine curiosity and care, the entire dynamic changes.

Selling Happens Fast. Relationships Last.

Sales cycles vary, but relationships? Those are built over time.

Clients are savvy. They can sense when someone’s just trying to check a box or close a deal. But they also know when someone’s genuinely invested in their success. That kind of presence—the kind that says, 'I’m here to help, not just sell'—is what creates real momentum.

Quick tip:
Before your next meeting, pause and ask:
'What would make this a win for them?'

That simple question realigns your focus and shows that you’re not just listening to respond—you’re listening to understand.

Be Curious Before You’re Clever

When we try to “wow” too early with features and benefits, we risk missing the actual problem the client needs solved. The most valuable sales conversations I’ve had weren’t the ones where I spoke the most—they were the ones where I listened the best.

Ask questions that go beyond the surface:
- What’s working for you right now—and what’s not?
- What keeps you up at night in your role?
- What would success look like six months from now?

That level of intentional discovery builds trust—and trust builds deals.

Key Moments Matter Most

It’s easy to focus on big presentations or final negotiations, but the little touches between meetings carry just as much weight.

- A quick check-in email with no agenda
- Sharing an article that connects to a past conversation
- Remembering a personal detail or milestone

These actions say: 'I see you. I remember you. I value this relationship—even when we’re not talking business.'

Transparency Isn’t a Risk—It’s a Strength

There’s power in being honest. If you know a service isn’t the right fit, say so. If the timeline’s too tight, address it. Clients respect professionals who prioritize truth over tactics.

You don’t need to be perfect. You just need to be real.

Key takeaway:
Trust grows fastest in the presence of humility and honesty.

Post-Sale Is Still Part of the Sales Cycle

Here’s where many people drop the ball: they close the deal and disappear.

But that’s when the real relationship starts. Follow through. Ask how things are going. Request feedback—even if it’s uncomfortable.

Because when you stay connected after the contract is signed, you move from vendor to trusted advisor.

Final Thought: Be Someone They Want to Call Back

If you build the relationship first, the sale often takes care of itself.

So as you move through your next sales cycle, shift your internal question. Don’t ask, 'How do I close this deal?' Instead, ask:
'How do I make this person feel seen, heard, and supported?'

When you lead with intention and consistency, you build a brand around trust—and that’s what creates loyal clients, repeat business, and a reputation that opens doors.