Making the Sale IS NOT the Same Thing as Making a Customer

Articles, Selling

Disclaimer – I needed to write an article, and I wanted to write one on this topic, but I could just not get started. Please don’t tell anyone, but I don’t even like writing all that much.

I have never done this before, but I had ChatGPT write this article for me. I did some editing, but honestly not that much! Then this question struck me. If my purpose is to educate … is leveraging AI to do so really cheating? I’m having doubts about that.

I have been using ChatGPT for a little over 90 days now. It’s a wonderful tool! Hal, my chat bot, has developed a pretty good understanding of my focus, my writing style, and my interests (personal and professional). This comes with use and it is always getting better!

That all being said, this likely will not be the last time I use AI for an article. What I will do is always let you know when I have done so. It will be a part of my teaching:) 

For many sales professionals, the finish line is clear: closing the deal. That rush of adrenaline, the handshake, or even the electronic signature—these moments feel like victory. But if we stop there, we risk missing the bigger picture.

Making the sale is not the same thing as making a customer. A sale is transactional; a customer is relational. While a single sale might boost your numbers this month, a loyal customer can contribute to your success for years to come. 

I have always said that there are only three possible outcomes from any sales interaction …

  1. You did not meet customer expectations – If you made the sale, it was probably either by luck, by being low bid, or a combination of the two.
  2. You met customer expectations – You might have made the sale, but you did not make a customer.
  3. You exceeded customer expectations – You made the sale and you made a customer! Whether or not this is a customer for life depends entirely on what you do next!

Let’s explore why this distinction matters and how adopting a customer-first mindset can transform your approach to sales.

A Transaction vs. a Relationship

When you focus solely on the sale, your attention is on the immediate need: persuading the prospect, overcoming objections, and sealing the deal. While these are essential skills, they often lead to a short-term mindset. Did I win? Did they buy? Did I hit my quota?

On the other hand, making a customer shifts your focus to the long-term. It’s not just about whether someone buys; it’s about creating an experience that makes them want to buy again—and recommend you to others. A customer relationship is built on trust, mutual value, and ongoing communication.

Why Making a Customer Matters

  1. Loyalty Is More Profitable – Acquiring a new customer costs significantly more than retaining an existing one. By prioritizing relationships, you increase the likelihood of repeat business. Loyal customers are also less price-sensitive and more willing to explore new offerings.
  2. Referrals Fuel Growth – Satisfied customers don’t just buy; they advocate. They become your unofficial salesforce, sharing their positive experiences with their network. A great product or service backed by exceptional service can turn one happy customer into ten.
  3. Reputation Is Everything – In today’s digital world, reviews and recommendations carry significant weight. A transactional approach may close deals, but a relational approach creates raving fans who enhance your reputation.

How to Make a Customer, Not Just a Sale

So, how can you shift your focus from the transaction to the relationship?

1. Start by Listening

Sales professionals are often eager to present solutions, but customers want to feel heard first. Listening allows you to understand their challenges, goals, and concerns. This doesn’t just help you close the deal—it shows the customer that you care.

2. Deliver Value Beyond the Product

Your product or service might solve the customer’s immediate problem, but what else can you offer? Maybe it’s educational resources, personalized training, or insights into industry trends. This extra value demonstrates your commitment to their success.

3. Stay in Touch After the Sale

Too often, salespeople disappear after the deal is done. Follow up to ensure your customer is satisfied, offer support, and maintain an open line of communication. A quick call or email can turn a one-time buyer into a lifelong customer.

4. Be Authentic

Customers can sense when they’re being treated like a number. Approach every interaction with genuine curiosity and a desire to help. When you put the customer’s interests first, the relationship naturally grows stronger.

5. Build Trust

Trust is the foundation of any lasting relationship. Be honest about what your product or service can and can’t do. Overpromising might close the deal, but it risks losing the customer when reality doesn’t match expectations.

Balancing Short-Term and Long-Term Goals

Of course, every salesperson has targets to meet, and the reality of quotas can make long-term thinking feel like a luxury. But the truth is, these two goals aren’t mutually exclusive. In fact, they complement each other.

When you approach sales with the mindset of making a customer, you’ll find that your short-term numbers improve, too. Why? Because customers can sense when they’re valued. They’re more likely to buy when they trust you, and they’re more likely to remain loyal when they feel supported.

Conclusion

Closing the sale is important—it’s the starting point for any successful business. But if we stop there, we’ve only scratched the surface of what’s possible. By focusing on building relationships, delivering value, and earning trust, we can turn one-time transactions into lasting partnerships.

Remember, making the sale might win you today’s battle, but making a customer wins you the war.

Please be sure to check out these top 100 sales blogs on Feedspot. I am honored to be one of them!

Are you thinking about a CRM? If you would like to explore whether or not Nimble CRM might be right for you, please book a free 30-minute Zoom consultation with me by going to my calendar. To learn more about our Nimble training and implementation services, please visit our Nimble CRM training services page.  

In addition to Nimble CRM, I also offer sales training and training on LinkedIn as well as getting started with AI (Artificial Intelligence). I can even assist with hiring new salespeople with initial interviews and pre-hire DISC personality assessments.  

I would also be happy to connect you to managed I.T. and telephony services or to a marketing professional who I know and trust or to an automated yet personalized and human-to-human LinkedIn prospecting system. Please reach out to me at craig@adaptive-business.com for an introduction!

Craig M. Jamieson

Craig M. Jamieson

Managing Member at Adaptive Business Services
Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!
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