You never close a sale. You only begin a long-term relationship where both parties win.
Can you think of a successful relationship without mutual trust? Break that trust and you break the relationship. Subvert it and it’s almost impossible to put together again. Creating a long-term relationship takes two or more people—whether they’re executives, representatives of labor and management, or husband and wife—who are grounded in and operating on the same non-situational honesty.