Closing deals by opening relationships
Sales is often seen as a numbers game—a race to close deals, hit quotas and chase commissions.
Successful selling, however, doesn’t happen in an instant. It involves planting seeds that won’t immediately yield a bountiful harvest. It takes time, patience, and nurturing.
Just as a tree needs sun, rain, and care to bear fruit, building client relationships similarly requires persistence, perseverance, and practice. No matter how polished your pitch is, no matter how grand your proposal, patience remains an invaluable ingredient in sales success.
Selling and influence
Beyond exchanging goods or services for money, selling is also about influence—convincing others to consider your perspective, negotiating a better deal, or encouraging someone to take action.
While selling isn’t achieved overnight, it happens every day.
Parenting, for example, is selling. We not only provide for our children, but we also influence their decisions, often steering them toward healthier choices instead of instant gratification. In the same way, investors learn to weigh long term gains over short term volatility.
Leadership is also selling. It may be easier and faster to simply dictate targets. But the more successful leaders share stories so their employees get to appreciate the reason behind the numbers, understand where the management is coming from, appreciate the impact of their contributions and allow them to naturally embrace the overall strategy.
Ultimately, selling is about influencing decisions and creating value for others. And selling value starts with building relationships.
Shift from selling to connecting
Stop thinking of your job as just “selling.” Focus on connecting. People buy from those they trust, and trust is built through genuine relationships.
Before discussing your product, understand your client’s needs, pain points, and goals. Listen more than you talk. Make them feel heard, and the sale will follow naturally.
We are emotional decision makers. In the stock market, traders train themselves to make decisions based on charts, fundamentals and their trading plans. When emotions take over, rational decision making often takes a backseat.
Greed can tempt investors to hold on to a winning position, believing the price will keep climbing, even when their target price has been reached. Instead of locking in profits, they risk losing gains if the market turns.
Emotional investing clouds judgment, making it difficult to stick to a well-defined strategy and ultimately undermining long term financial goals. We buy based on emotions, then we justify based on logic. Understanding this can transform your approach from the traditional transactional to more emphatic relational.
Features tell, benefits sell
It’s easy to list product features—square footage, financing options, or luxurious finishes. But features alone don’t close deals; benefits do.
A high-ceiling condo? Great. But what does that mean for your client? More natural light, a sense of spaciousness, and better ventilation. Bridge the gap between features and how they enhance your client’s life.
Instead of merely discussing specifications and dimensions, help your clients visualize the experience:
• “Imagine raising your family in the safety of this space.”
• “Picture hosting family gatherings in this expansive living room.”
• “Visualize your child’s first steps on these polished floors.”
Speak the client’s language
Not all clients are created equal. Some are analytical, craving data and ROI calculations. Others are emotional, responding to stories and experiences. Tailor your pitch to match your client’s style.
First-time homebuyers. Guide them step by step. Offer reassurance and address their uncertainties.
Investors. Emphasize potential returns, appreciation, and market insights.
Families. Highlight safety, community, and long-term comfort.
Sell the experience
People buy experiences, not just products. For example: A home is more than a structure—it’s where memories are made. So when pitching, inspire imagination:
• “Imagine getting a good night’s sleep knowing your family is safe.”
• “Think of this home as a stepping stone toward financial independence.”
• “This property isn’t just an investment—it’s a future family legacy.”
The secret to selling value
Selling value means helping clients see why your product or service is worth it—not
because it’s the cheapest, but because it meets their needs better than any other option. This requires product knowledge, market insights, and confidence in what you’re selling.
Identify what matters most to your client—like safety, prestige, investment, or a fresh start—and frame your offer as the ideal solution.
Selling is not about convincing—It’s about aligning
A sale shouldn’t feel like a debate. It’s a process of alignment. Understand your client’s needs, situation, and goals, then match them with the best solution. If it’s a good fit, the deal will close itself. Forcing a sale often leads to buyer’s remorse.
The best sellers are not merely persuaders; they are consultants who educate, guide, and nurture long term relationships. Shift from pushing products to providing genuine value, and your sales will follow. More importantly, you’ll earn not just commissions, but trust, loyalty, and referrals.
Remember: Selling isn’t about closing deals. It’s about opening relationships.
The author (CIS, CSR, CTP, CUSP and CFMP) has 20 years of experience as an entrepreneur, real estate investor, stock broker, financial literacy advocate, a multi-awarded and sought-after investment educator and public speaker. He is the vice president and head of Business Development and Market Education Departments together with the OFW Desk of First Metro Securities Brokerage Corp., a member of Metrobank’s Financial Education Editorial Advisory Board, and the host of ‘Wais By Choice’ Podcast on Spotify and YouTube.
Email him at andoybeltran@gmail.com
