In the realm of business and sales, the ABCs—Always Be Closing—has long been the mantra.

While closing deals is crucial, it’s not always the most effective approach in every interaction.

Recently, I observed this dynamic play out in a conversation thread. It began with a connection attempt based on perceived common interests—a shared desire to generate sales and foster business growth.

However, trouble arose when one party immediately launched into a spiel about their own business offerings. Unsolicited pitches like this often come across as purely sales-driven, deterring genuine engagement.

Instead, I advocate for a softer, more relationship-focused approach.

Initiating connections should prioritize mutual understanding and assistance over immediate sales pitches.

When introduced by a third party, take the time to genuinely get to know one another. Reach out with an offer of assistance or collaboration rather than a sales pitch. This builds rapport and fosters genuine connections, laying the foundation for future collaboration.

Here’s a suggested script for initiating such conversations:

“Hi Bob, It’s Lewis. John thought we should connect. I’d love to have a brief conversation to explore how I might be able to assist you or connect you with valuable resources to advance your business goals. Would next Wednesday work for you? If so, are 10:00 a.m. or 2:00 p.m. convenient? Let me know what suits you best.”

By shifting the focus from selling to genuinely helping, we can forge stronger, more meaningful connections that benefit all parties involved.

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