A common misnomer in the world of sales is "Always Be Closing." It has been said that any successful sales man knows the ABCs of selling and how to enact them. This may be true if you are working from an options-based sales cycle. In this scenario, the sales representative is constantly focused on closing as many people as possible as quickly as possible.
In a solutions-based sales cycle the ABCs are "Always Be Connecting." The focus shifts from closing the deal to nurturing a relationship. Every element of the sales cycle contributes to the building of a relationship rather than closing the deal. In this scenario, the sales representative is constantly focused on the experience he is creating for his client and lets the sales cycle do the closing.
The solutions-based sales cycle is crafted in a way that does all the selling for you. Each step builds on the relationship and adds value to your client's experience. At the end of it all, the client knows you are on their side and are working to provide the best solutions to accomplish their objectives.
In return for the connection your client pays you in two valuable ways: first, they pay for a custom promotional campaign with a 50% markup, and second, they refer you to their network. The solutions-based sales cycle then feeds itself with warm leads, which we all know are the best kind of leads you can get.