Most people think of selling as a series of artful manuvers that they carefully play out against their prospects to outwit them and close the deal. If you’re one of those people, you’ve already failed. The truth is that being good at sales has nothing to do with tricks, tips, and techniques. It has everything to do with building a solid foundation of trust. When you advocate for your prospect’s concerns rather than trying to overcome them, you put yourself on their side of the table. Selling, like any relationship, starts and ends as a conversation. Understanding the rules and flow of a sales conversation is crucial to winning your prospect’s trust, serving their needs, and allowing them to joyfully pay you for your offering.