When you are with a customer, are you taking the time to learn something new? Make the effort to get to know your customers personally and professionally, in addition to gathering information pertinent to the sales process. Here’s the key: Show genuine interest. Building authentic business relationships ultimately leads to a more satisfying career for you. Seeing your customers beyond who they are in terms of your sales equips you to be a better salesperson. You may even discover along the way that you and some of your customers have common interests or experiences. Make a commitment to spend a few moments learning something new each time you encounter a customer!