How to Improve Sales and Build B2B Relationships

Hello, market player!

A human instinct is to avoid anyone who tries to push something onto them – it’s a natural defense mechanism written into our subconscious over thousands of years.

This ancient truth reveals one of the biggest paradoxes in modern business – the more you try to sell, the less people want to buy…

But the more you share your experience and knowledge, the more clients seek you out on their own.

A salesperson creates the feeling of hunting, while an advisor creates the feeling of accompanying someone on a journey toward a destination the client chose for themselves.

This difference is a fundamental shift in positioning that transforms the very foundations of business relationships.

When you speak from the position of an advisor, your knowledge and experience become a bridge connecting the client’s current reality with their desired future, rather than a tool to convince them of your product.

A salesperson arrives with their own plan and goal, an advisor arrives with ears and a heart ready to listen and understand what kind of help is truly needed. The first talks about product advantages, the second talks about the person’s challenges and possible solutions.

One thinks in hours and days, the other – in relationships measured in years and even decades.

The advisor’s strength lies in the ability to see what the client does not yet see – not through a lens of superiority, but through the lens of deep empathy and understanding. You don’t tell the client what they must do; you help them discover the path that already exists but hasn’t yet been noticed.

When you stop being the one who wants to get something and become the one who can give something valuable, a miracle happens! – people begin seeking you out themselves.

They come to you not because you are a skilled salesperson, but because you are a trusted guide in the labyrinth of their business.

You are no longer one of many who simply call and offer something – you are the rare one clients call during decisive moments to ask for advice.

This approach requires patience and mastery – the ability to listen between the lines, to sense the unspoken, and to guide the conversation so that the client reaches the conclusion that your solution is what they need (if it truly is!).

This approach requires deep inner change – from “what can I earn” to “how can I be useful”, from short-term transactions to long-term partnership, from surface-level conversations to deep understanding of the other person’s real needs and desires.

This is the power of quiet persuasion, which works through creating value rather than applying sales pressure.

In the long run, this strategy creates something far more valuable than a one-time deal – it creates a partnership in which you become an indispensable resource for the client’s business growth.

Continuing on your path, you can already bring the advisor’s calm into every conversation – listen, understand, and look beyond the simple “transaction.” Let each meeting bring mutual insight, not just the next closed contract.

I wish you iron will, the courage to stay committed to value creation, and the joy of watching clients’ trust grow naturally.

By the way, if you want to dive deeper into the advisor approach and learn a system that helps turn conversations into long-term partnerships, see whether our next B2B Academy group is right for you – applications are available here:

https://www.rigabusiness.eu/en/b2b-academy

Respectfully,

Gatis Silakaktiņš
Chairman of the Board,
Riga Business Chamber
📱 +371 26165783