Making a customer instead of a sale means looking at needs of your customer and doing the work of building a bridge between his needs and your product or service. This may come in the form of simple communication: what does your customer need to know about your product/service in order to make it work for him? Or in delivery: how can your product/service work for this customer in a unique way — can something be added or changed to make it fit?

We’re trained to make the delivery and support of our wares as efficient as possible to avoid cutting into profits with time-consuming and expensive tailoring to fit, but if we’re aware of the areas in our workflow or delivery that can be adjusted to help our customer, things don’t have to get out of hand, and a more personal and creative approach can be taken — to make a customer, not just a sale.