Customers do not want to "make friends"

"For too many years so-called sales experts have been preaching the values of relationships without defining them. Most have argued that salespeople need only to "build rapport, honesty, and trust" in order to further their business ends.

these are characteristics of a friendship, though, and they do not necessarily build a successful sales relationship. customers do not want to "make friends", they want to see results and substantive relationship provide those" Paul Cherry - Questions that sell