Salespeople often slow down a sale or lose it altogether because they are not willing to create tension. I am not talking about relationship tension. I am talking about task tension.
You want to get to task tension as quickly as you can. This is what sales acceleration is all about. However, smart salespeople know you need to create a foundation of relationship—essentially reducing relationship tension so you can create task tension. You can’t rush to task tension until you remove relationship tension. You remove relationship tension by helping the prospect see that you are someone who can be trusted and could bring value.