It comes down to a simple formula: Comfort + Momentum = Sale.
Sales begins with relationship. We want to agree with people we like. We want to be around them. We want to buy what they are selling. We buy what we are comfortable with.
But we are also distracted. We have too much stimulus. Too many things vie for our attention. So we also get lazy out of necessity. And we buy what is in front of us – that which has the momentum at the moment when we are prepared to ink the deal.
So if you are selling or think you might someday, build relationships early and often. Maintain them. Cultivate them. Deepen them. And when a sale is anywhere in sight, even off in the far distance, keep at it. Stay present. Don’t be afraid to push.
After all: Comfort + Momentum = Sale.