For many, “sales” conjures images of pushy salespeople or the stereotypical used car salesman Hollywood made famous. It’s no wonder sales often have a negative connotation. Yet, at its core, sales shouldn’t feel like a pressure-filled pitch. Instead, it should be about understanding the customer’s needs and building genuine relationships. One of the most critical differences between an annoying salesperson and an effective one is how they approach a conversation. A great salesperson doesn’t assume they know what the customer wants—they ask questions, listen, and dig deeper. By identifying the root needs of your customer, you align your solution with their problem, not what you think their problem is.