The sales landscape is always changing but by gathering insights from other sellers we can determine how to handle major challenges when selling.    Brandon Bruce is co-founder of Cirrus Insight and he’s going to address how to we can get out of our own zone, where we focus exclusively on ourselves and our companies, and seek opportunities to interact with other people.    Evolving sales   The world of sales is constantly evolving. One of the challenges Brandon sees with sales right now is an unspoken push that exists. Because there are a bunch of companies at the growth stage, and a bunch of companies just starting out, there’s a tremendous amount of energy in the sales industry.    There’s a premium on hitting numbers. Everyone is hustling and trying to find a way to build a better mousetrap. On the negative side, sellers might be hyperfocused on closing deals so that they forget to prioritize the personal connection. Because connections take time, and sales reps get antsy, we sometimes try to speed things along.    We don’t want to close a deal next month; we want to close it this month.    Brandon believes there’s a happy medium to be found. We must work to focus on building sustainable relationships even while we focus on making our numbers.    Long-term success   Companies that focus too narrowly on numbers will likely struggle to achieve long-term customer success. The customers won’t stay as long because the deals were one-time kinds of relationships. It’s easier for customers to walk away when the customer doesn’t know us well.    Brandon remembers buying a countertop, a one-time purchase, from a company that worked to develop a relationship with him. They were struggling to find exactly what he wanted, until they discovered an unused countertop in a storage area. It was exactly what he needed, and it was something a previous customer decided against using. And the company sold it to him for 50 percent off.    He calls it a great selling experience because they listened to his needs and they thought about how they could best help him. And even when they had a chance to make more money off the deal, they sold it to him at a great price.    Even though he won’t be in the market for a countertop anytime soon, they created an evangelist in him. If anyone should ask where to buy a countertop, he’ll absolutely recommend that company.    They closed a deal, they moved product, and they build a sustainable relationship.    Evangelizing   We should probably remind ourselves to focus on doing the right thing, and sometimes allowing ourselves to take the easy option. We’re tempted to feel like we should push a little harder, but sometimes we can take the easy deal that leaves the customer feeling satisfied.    Every now and then, take the deal that the customer can say yes to immediately. You might leave a little on the table, but everyone feels good moving forward. #Evangelizers   Your customer will become an evangelist for your company. You might have missed a chance to get a little more from them, but because you gave them more, you’ll have the opportunity to earn more from them.    Building customer relationships benefits your long-run philosophy.    Raving fan   I joined an organization that gave its sellers to the book, Raving Fans, as part of its onboarding process. It helped us understand the value of customers who bought our solution and then stayed with us to upgrade and buy more later.    It’s valuable to have a customer who likes your product and who will promote you on social media and leave you reviews. A raving fan might take you to their next three jobs, or mention you on their podcast.    It has less to do with building a predictable sales machine and more to do with building a fan base who is passionate and who might do unpredictable things.    Reaching out to prospects   It’s getting harder and harder to reach prospects, and sellers use a variety of tactics to do it.    Ecommerce has gotten huge, and statisti