Picture a salesman. You probably think of a man in a suit, constantly on his phone, talking fast and calling people he’s just met something like “chief” or “sport.” He owns the conversation. In fact, it’s hard to get a word in edgewise. He berates the client into buying from him with numbers and colloquialisms thrown together too fast to process.

This is the “salesman” that we see in movies. The kind from “Boiler Room” and any character played by Vince Vaughn. But they don’t work in the real world. People will stop talking to you. So what do you do? It’s simple: be patient. Manufacture a relationship. How? Well…

Be Consistent. It’s almost never about the “big sell.” One sale isn’t going to make or break your company. It’s about making the right gestures on a regular basis to build trust. If customers trust you, they’ll buy from you when they need something. Consistent purchases made out of need and based on trust are much better than one that may ultimately destroy that trust.

Know When To Stop. If you’re getting the door shut in your face, stop trying to break through it. It’s better to wait for the door to open. If you keep on pushing a sale when it’s clear your pitch isn’t wanted, you won’t be welcome back. Make sure the customer will answer the door next time you come knocking, and you’ll leave with a “maybe” instead of a “no.”

Don’t Sell Prices. How much does the new Dior perfume cost? You don’t know because the ads don’t tell you. They’re selling the sex appeal and the style associated with the brand. So sell something other than a number. Sell an ideal.