In 30 years of sales coaching, one thing has been consistently clear – fostering deep relationships is the key to closing the sale and keeping long-term accounts. When you lose a deal or account, it’s usually because your competitors had better relationships. A relationship by itself is not enough, you still need a product or service that can fix their problem. However, the quality of your relationship determines the level of information your client is willing to share. Strong relationships are imperative to winning sales and expanding accounts.