Relationships. That hard-to-quantify thing that almost every salesperson knows is key to their long-term success. Yet, customer relationships that don’t at some point produce transactions aren’t fruitful for any rep.
Customer relationships that don’t produce transactions are usually called something different. We call them “friendships”. Friends are of course a wonderful thing, but they’re not necessarily what salespeople are paid to develop.
So here is a question to ask when assessing the type of transactions produced by your customer relationships: