Making a sale vs Making a give

What does your team focus on when going into sales calls?

Making a ‘sale’, or making a ‘give’?

• Making a sale. Measured in dollars up-front; they happen or they don’t. Convincing someone to buy right away, regardless of whether it’s a good fit or the right time.
• *Making a give.** Measured in value given up-front; it’s either given or it’s not. Offering to solve real problems right away, regardless of whether or not they’ll buy something.

Ironically, the more we focus on the latter, the more we tend to get the former anyway. The same can’t be said about the reverse.

On your team’s next sales call, which will you focus on?