Open relationships, don't close sales
Happy Monday!
Did anyone else feel like we had a mini summer this weekend? I walked around London in a t-shirt and sunglasses, which felt blissful! What did you get up to this weekend? I’d love to know!
This week, I want to talk about something fundamental to building a long-term, sustainable business.
If you’ve ever attended sales training or worked in sales, you’ve probably heard the term 'closing a sale.' This is the point where, usually at the end of a conversation with a customer, you aim to get them to say yes and buy from you there and then.
But I personally dislike the term closing a sale. It feels transactional and pushy—and that’s not how I like to do business.
To build a business that consistently attracts and retains the right clients, I encourage you to shift your mindset from 'closing a sale' to 'opening a relationship.'
Sales Should Feel Good—For Both Sides
Think about it from the client’s perspective. How often have you enjoyed a cold call from someone trying to sell you something you didn’t even know you needed? Exactly. It can feel intrusive, awkward, and even anxiety-inducing (I personally get very anxious with cold calls!).
Even if someone is persuaded into buying through pushy sales tactics, chances are they won’t be happy with the purchase. They might ask for a refund, leave a complaint, or never buy from you again.
But there’s a better way.
As Solopreneurs, we need to sell—after all, sales are the lifeblood of our business. And there’s nothing wrong with that! In fact, if you truly believe in what you offer and know it can help someone, you have a responsibility to let them know about it. The key is how you do it.
Why Relationships Matter More Than Sales Scripts
Yesterday, I met for a coffee with a lovely woman who recently delivered a workshop for our networking group here in Canary Wharf. Since becoming an entrepreneur, I’ve said yes to countless coffee meet-ups and lunches with people I find interesting. I never go into these meetings with expectations—I just focus on having a meaningful conversation and learning about the person.
This was exactly my approach yesterday. After our chat, she told me she’d love to work with me as her business coach and even asked if she needed to pay me for the advice I’d shared during our meet-up. I reassured her that I was simply happy to connect, and if she was interested in working together, at least she’d know my approach and whether we were a good fit.
We spent the majority of the conversation discussing her biggest business challenges, and I freely offered coaching and mentoring. It was energising, natural, and enjoyable for both of us. By the end, she was excited about the idea of working with me, and we’re now likely starting our coaching journey together next week.
The Power of Playing the Long Game
Why am I sharing this story with you?
Because when you’re starting out in business, it’s easy to feel anxious about where your next client is coming from. That anxiety can lead to a fixation on outcomes—worrying whether each coffee, networking event, or workshop will turn into a paying client.
But here’s the truth: not every conversation will lead to an immediate sale, and that’s okay.
Not every business relationship is about landing a client. Some connections will turn into friendships. Others will lead to collaborations, referrals, mentorships, or simply a chance to learn from someone else's experience. The people you meet can become part of your support network, sharing insights, cheering you on, or offering advice when you need it. A strong community is just as valuable as a full client roster.
When you stop seeing interactions as transactions and instead focus on genuinely getting to know people, business becomes more fulfilling—and, ironically, more successful. It’s often through these organic connections that opportunities arise in ways you never expected.
Shifting from ‘Selling’ to ‘Serving’
When you focus on nurturing relationships instead of chasing transactions, everything changes. You start attracting clients who feel aligned with your values, who trust you, and who want to work with you—not because they were pressured, but because they see the value in what you do.
A Few Questions to Reflect On:
- Am I focused on closing sales, or opening relationships?
- Where could I nurture deeper, more meaningful connections in my business?
- How can I intentionally build a business network that supports, inspires, and helps me grow?
I’d love to hear your thoughts on this. Have you ever had an unexpected business connection turn into something bigger? Hit reply and let me know!
Wishing you a week filled with exciting new connections.
With love,
Marcela
π Quote of the week: 'Alone we can do so little; together we can do so much.'
— Helen Keller
π£ If you’d like to try out coaching for free, click here to book a 1 hour Discovery Coaching Session via Zoom.
π¬ Know someone who’d find this newsletter valuable? I would be so grateful if you would share this email with them.
π£οΈ My business grows through word of mouth and client referrals. If you know someone that could potentially benefit from coaching, I would be very grateful for your referral.
Thank you.
Dr Marcela Aguirre
Helping Overwhelmed Early-Stage Solopreneurs Gain the Know-How & Confidence to Build a Sustainable One-Person Business | ICF Certified Coach | Doctor | Ex-Military Officer | 1:1 | Group Coaching & Workshops | Speaker
