Table of Content
Working in sales is often seen as a tough job. It demands a high level of motivation to be successful. You might feel scared of being turned down, or worried about failing, but you’re also ready to bounce back. Motivational sales quotes help sales personnel balance the ups and downs.
Imagine being a salesperson who has recently lost a significant deal or client. You feel demoralized about the impact on your career performance. Lost in thoughts you Google- ‘Motivational sales quotes’ and this helpful blog appears.
The purpose of this blog is to provide support for individuals involved in sales or facing challenges in sales, offering motivation to help you reach your highest potential.
Key Takeaways
- Sales motivation is not only about staying positive. It helps salespeople regain focus after rejection, approach the next conversation with confidence, and keep working toward long-term goals.
- The best motivational sales quotes work when they match the situation—whether your team is prospecting, preparing for an important call, chasing a target, recovering from a lost opportunity, or celebrating progress.
- Sales leaders can make these quotes more useful by connecting them with coaching, clear goals, consistent practice, and everyday sales activities.
- Motivation may provide the spark, but habits, preparation, customer understanding, and continuous improvement turn that energy into sustainable sales performance.
What is Motivation in Sales?
Motivation in sales is the internal drive that leads individuals to confront challenges and helps them exceed sales objectives. It’s an integral part of business provided that the demotivated people need to be more progressive. Consequently, if they don’t perform, the business falls short on sales. So, motivation is the fueling factor behind a business’s success.
A Brief Overview of The Importance of Motivation in Sales
Motivated salespeople go the extra mile to satisfy the customer. And, satisfied customers are the key channel to conversion. Companies that foster sales motivation at the workplace, empower them for greater results.
Here are the reasons it is important to have motivation in sales,
- Motivation grows the determination in people to achieve their goals.
- It fosters resilience so minor failures can’t break you down.
- Motivation helps you to understand your consumers better.
- Plan and prepare for creative sales campaigns
100+ Motivational Sales Quotes to Fuel Your Success Journey
Sales are unpredictable. Some days you’ll hit your targets, and other days you won’t. Regardless, each day offers lessons to enhance your strategies. That’s why we’ve compiled 100+ quotes to be the beacon of your inspiration. In this blog, you will find,
- Top 10 Motivational Sales Quotes
- Inspirational Sales Quotes
- Positive Sales Quotes
- Prospecting Sales Quotes
- Direct Sales Quotes
- Motivational Quotes for Salespeople
- Closing Sales Quotes
- Sales Failure Motivation Quotes
- Sales Motivations Quotes That Make You Laugh
Top 10 Motivational Sales Quotes
Motivational sales quotes ignite a spark within. It urges salespeople to reach beyond their limits, overcome challenges, and embrace the journey towards success.
- “Don’t expect to be motivated every day to get out there and make things happen. You won’t be. Don’t count on motivation. Count on Discipline.” ― Jocko Willink
- “You don’t get results by focusing on results, you get results by focusing on the actions that produce results” ― Mike Hawkins.
- “You can’t just sit there and wait for people to give you that golden dream. You’ve got to get out there and make it happen for yourself.” ― Diana Ross
- “True productivity comes from allowing yourself to make mistakes. Do so, and you’ll succeed more often than any ten perfectionists.” ― Laura Stack
- “I have always said that everyone is in sales. Maybe you don’t hold the title of salesperson, but if the business you are in requires you to deal with people, you, my friend, are in sales.”― Zig Ziglar
- “When Henry Ford made cheap, reliable cars, people said, ‘Nah, what’s wrong with a horse?’ That was a huge bet he made, and it worked.” — Elon Musk
- “Be an example. Are you prompt? Are you professional? Are you engaged? As sales leaders, we have to set the bar high for ourselves as well as our teams.“ ― Lori Richardson, Sales Influencer
- “Ninety percent of selling is conviction, and 10 percent is persuasion.” ― Shiv Khera
- “Don’t find customers for your products, find products for your customers.”— Seth Godin
- “There is no prize in sales for second place. It’s win or nothing. The masters know this and strive for – they fight for – that winning edge.” — Jeffrey Gitomer
Inspirational Sales quote
11. “It’s no longer about interrupting, pitching, and closing. It is about listening, diagnosing, and prescribing.” ― Mark Roberge
12. Humanize the sales process or perish ― Steli Efti
13. “You will attract way more buyers if you are offering to teach them something of value to them than you will ever attract by simply trying to sell them your product or service.” ― Chet Holmes
14. “Beware of monotony; it’s the mother of all deadly sins.”- Edith Wharton
15. “Don’t sell life insurance. Sell what life insurance can do.” — Ben Feldman
16. “The reason it seems that price is all your customers care about is that you haven’t given them anything else to care about.”— Seth Godin
17. “Keep your sales pipeline full by prospecting continuously. always have more people to see than you have time to see them.” ― Brian Tracy
18. “Hunt for sharks, but do not forget to develop your survival skills on small fish.”― Zuber Palawkar
19. “Let people buy how they prefer to buy, not how you prefer to sell.”― Rob Liano
20. “Anything that feels good, looks good, tastes good, smells good, sounds good, and makes people think it’s good, can be sold expensively regardless of its actual worth.”― Kshitij Bansod
Positive Sales Quotes
21. “Keep yourself positive, cheerful, and goal-oriented. Sales success is 80% attitude and only 20% aptitude.”- Brian Tracy, Motivational public speaker, and self-development author
22. “Sales is an outcome, not a goal. It’s a function of doing numerous things right, starting from the moment you target a potential prospect until you finalize the deal.” – Jill Konrath
23. “Trust: it’s the basis of everything else.”― Matthew Pollard
24. “The first time you make a sale in a new business, no matter the amount, it’s a very big deal.”― Chris Guillebeau
25. “3 things to build a sales funnel – clarity on who the funnel is for, an incredible offer, and a system to replicate results.”― Chinmai Swamy
26. “A bestseller is not the one who sells a million. Best Seller is the one who has no customers, only friends.”― Vineet Raj Kapoor
27. Become the person who would attract the results you seek.―Jim Cathcart
28. “Selling is essentially a transference of feelings.”― Zig Ziglar
29. “In sales, a referral is a key to the door of resistance.” ― Bo Bennett
30. “The sales compensation plan is Batman, while the sales contest is Robin.”―Mark Roberge
Prospecting Sales Quotes
31. “You have to drop your sales mentality and start working with your prospects as if they’ve already hired you.” ― Jill Konrath
32. “The key to successful sales is not being a good talker, but being a good listener.” ― Maya Angelou.
33. “Success isn’t about how much money you make; it’s about the difference you make in people’s lives.” ― Michelle Obama
34. “Sales success comes after you stretch yourself past your limits on a daily basis.” ― Omar Periu
35. Sales success comes from the right balance of quality human interaction and the appropriate use of supplemental tools. ― Deb Calvert
36. Success is the sum of small efforts, repeated day in and day out. ― Robert Collier
37. “The way to a customer’s heart is much more than a loyalty program. Making customer evangelists is about creating experiences worth talking about.” ― Valeria Maltoni
38. “To sell successfully, you don’t have to be aggressive. You don’t need to be anything other than you. You just need to experiment until you find a way that feels natural.” ― Matthew Pollard
39. “Sales and business success are more about who we are and why we do what we do than anything else.” ― Chris J. Gregas
40. “Success is where preparation and opportunity meet.”― Bobby Unser
41. “Sales success comes from the right balance of quality human interaction as well as appropriate use of supplemental tools.”― Deb Calvert
42. “Success is a science; if you have the conditions, you get the result.” ― Oscar Wilde
43. “I have never worked a day in my life without selling. If I believe in something, I sell it, and I sell it hard.” — Estée Lauder
44. “Confidence and enthusiasm are the greatest sales producers in any kind of economy.” — O.B. Smith
45. “Either you run the day, or the day runs you.” — Jim Rohn
46. “For every sale you miss because you were too enthusiastic, you’ll miss a hundred because you weren’t enthusiastic enough.” — Zig Ziglar
Direct Sales Quotes
47. “Stop selling. Start helping.” – Zig Ziglar
48. “The best way to sell something – don’t sell anything. Earn the awareness, respect, & trust of those who might buy.”- Rand Fishkin, CEO & Co-Founder of SEOmoz
49. “Customers don’t care at all whether you close the deal or not. They care about improving their business. It’s easy to forget this in the heat of a sales cycle.” – Aaron Ross
50. “I like to think of sales as the ability to gracefully persuade, not manipulate, a person or persons into a win-win situation.” – Bo Bennett
51. “If you come across as a salesperson trying to sell something desperately, you are bound to fail, the most successful sales come to those who act as a guide & pretend to be on the client’s side.”― Shahenshah Hafeez
52. “To build a long-term, successful enterprise, when you don’t close a sale, open a relationship.” – Patricia Fripp
53. “This is not hard sell—it’s heart sell. Good questions get to the heart of the problem or the need very quickly, and the buyer doesn’t feel like he or she is being pushed.” —Jeffrey Gitomer
Motivational Quotes for Salespeople
54. To me, job titles don’t matter. Everyone is in sales. It’s the only way we stay in business.” – Harvey Mackay
55. “A salesperson’s ethics and values contribute more to sales success than do techniques or strategies.” – Ron Willingham
56. “Killer salespeople uncover true problems behind desired solutions.” – Aaron Ross
57. “The best salespeople wonder what being in the other person’s shoes would be like. They know they can’t play that game unless they continually strive to train themselves in how we as human beings communicate.” – Bob Phibbs
58 “Great salespeople are relationship builders who provide value and help their customers win.” ― Jeffrey Gitomer
59. “These are all common principles of salesmanship. The most ignorant peddler applies them. Yet the salesman-in-print very often forgets them. He talks about his interests. He blazons a name, as though that was of importance. His phrase is, “Drive people to the stores,” and that is his attitude in everything he says. People can be coaxed but not driven. Whatever they do they do to please themselves. Many fewer mistakes would be made in advertising if these facts were never forgotten.”― Claude C. Hopkins, Scientific Advertising
60. “Sell yourself by offering what you have into the heart of people, even for free; in the process of time, it will pave the way for your unlimited profit.”― Daniel ANIKOR
61. “Salespeople who sell on price alone often negotiate win-lose agreements: these are wins for the customer but losses for the salesperson, who earns just a tiny bit of money for himself and his company.”― Anthony Iannarino
62. “To be a successful salesperson never act like a salesperson, never force your targets on clients, it’s all about earning the trust by creating an impression that you are on their side.”― Shahenshah Hafeez Khan
63. “Whatever you are, be a good one.”― Abraham Lincoln
64. “Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.”― William Clement Stone
65. “In high-productivity sales organizations, salespeople do not cause customer acquisition growth, rather they fulfill it.” – Aaron Ross
66. “Great salespeople are not born, they are made. They are continually coached to flex their smarts and inquisitive nature. Training should encourage them to be hungry and to have the confidence to show their true colors.” — Ed Calnan
67. “I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.” — Bruce Lee
Closing Sales Quotes
68. “There is no magic to closing. There are no magic phrases. Closing the deal is completely dependent on the situation.” – Alice Heiman
69. “It’s no longer about interrupting, pitching, and closing. It’s about listening, diagnosing and prescribing.” – Mark Roberge
70. What differentiates sellers today is their ability to bring fresh ideas. ―Jill Konrath
71. “Avoid selling to dumb customers, there aren’t enough left!”― Jasleen Kaur Gumber
72. “People don’t just buy products today; they also buy visions of a better tomorrow.”― Steve Multer
73. “Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.” ― Mary Kay Ash
74. “What we offer needs to be a clear and obvious fit for our customers. We need to help others envision exactly what they’re buying – in concrete terms.”― Steve Woodruff.
75. “What differentiates sellers today is their ability to bring fresh ideas.” ― Jill Konrath
76. “Winning isn’t everything, but wanting to win is.” ― Vince Lombardi
Sales Failure Motivation Quotes
77. Your most unhappy customers are your greatest source of learning. ― Bill Gates
78. “There is no easy button in sales. Prospecting is hard, emotionally draining work, and it is the price you have to pay to earn a high income.” ― Jeb Blount
79. “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” ― Zig Ziglar
80. “Resilience is not what happens to you. It’s how you react to, respond to, and recover from what happens to you.”― Jeffrey Gitomer
81. “The most common way people give up their power is by thinking they don’t have any.” ― Alice Walker
82. Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time. ―Thomas Edison
83. “There’s always something to suggest that you’ll never be who you wanted to be. Your choice is to take it or keep on moving.” ― Phylicia Rashad
84. “You’re not obligated to win. You’re obligated to keep trying to do the best you can every day.” ― Marian Wright Edelman
85. “Don’t be afraid to give up the good to go for the great.”― John D. Rockefeller
86. “There is no easy button in sales. Prospecting is hard, emotionally draining work, but it is the price you have to pay to earn a high income.”― Jeb Blount
87. “When obstacles arise, you change your direction to reach your goal; you do not change your decision to get there.” —Zig Ziglar
89. “Take risks now. Do something bold. You won’t regret it.” —Elon Musk
90. “In every sales conversation, the person who exerts the greatest amount of emotional control has the highest probability of getting the outcome they desire. You must first gain control of your emotions before you can influence the emotions of other people. Getting past no in all its various forms begins and ends with emotional control.” —Jeb Blount
91. “I got lucky because I never gave up the search. Are you quitting too soon? Or are you willing to pursue luck with a vengeance?” — Jill Konrath
92. “Winning is great, sure, but the secret is learning how to lose. If you can pick up after a crushing defeat and go on to win again, you are going to be a champion someday” —Wilma Rudolph
Sales Motivations Quotes That Make You Laugh
93. “Before I do anything, I ask myself, ‘Would an idiot do that?’ And, if the answer is yes, I do not do that thing.”― Dwight Schrute
94. “The harder you work, the luckier you get.’’ ― Mike Adenuga
95. “Confidence is going after Moby Dick in a rowboat and taking the tartar sauce with you.”― Zig Ziglar
96. If you’re having sales problems, I feel bad for you son! I’ve got 99 problems, but my pitch ain’t one! ”― Jay-Z
97. Customers are like teeth. Ignore them and they’ll go away. ”― Jerry Flanagan
98. “A salesman minus enthusiasm is just another clerk.” — Harry F. Banks
99.” In sales, you have to be like a pineapple-tough on the outside, but sweet on the inside.”
100. “My favorite sales book? Harvey Mackay’s Swim with the Sharks Without Being Eaten Alive. Why? Well, it’s the only sales book I ever read.” — Tristan Bishhop
101. “Timid salesmen have skinny kids.” –Zig Ziglar
How to Use Motivational Sales Quotes With Your Sales Team
A good sales quote can create a quick mindset shift, but simply posting one on a wall is unlikely to change performance. The real value comes from connecting the message with what your salespeople are experiencing at that moment.
Here are a few practical ways sales managers can use motivational quotes with their teams.
1. Start Sales Meetings With the Right Mindset
Open a daily stand-up or weekly sales meeting with a quote that reflects the team’s current challenge.
If prospecting activity has slowed, choose a quote about discipline or persistence. If the team has lost several opportunities, focus on resilience. Before an important closing period, select one about preparation, confidence, or customer value.
Then ask one simple question:
What would putting this idea into practice look like for us today?
That turns the quote from passive inspiration into a useful conversation.
2. Use Quotes Before Prospecting Sessions
Cold calls, follow-up emails, and outbound prospecting can become mentally exhausting, particularly when responses are slow.
Before a focused prospecting session, encourage reps to spend a minute resetting their mindset. A short quote about persistence, discipline, listening, or helping customers can remind them to focus on the activity they can control rather than worrying about every outcome.
The objective is not to pretend rejection does not matter. It is to prevent one unsuccessful interaction from affecting the quality of the next one.
3. Use Them After a Lost Deal
A lost opportunity can be valuable when the team learns from it.
Instead of immediately moving on, pair an appropriate sales failure quote with a quick review:
- What worked well?
- Where did the opportunity begin to weaken?
- What objections did we fail to address?
- What could we do differently next time?
- Is there still an opportunity to maintain the relationship?
This approach turns motivation into reflection and helps salespeople view setbacks as information they can use.
4. Add Sales Quotes to Internal Communication
Motivational sales quotes can also become part of your regular team communication.
Use them selectively in sales newsletters, Slack or Teams channels, internal emails, dashboards, presentations, and sales kickoff meetings.
Avoid sending generic motivation every day simply for the sake of it. A relevant message connected to a real challenge, achievement, or objective will usually feel more meaningful.
5. Connect Quotes With Recognition
Motivation becomes much stronger when people can see the behavior behind the message.
For example, after sharing a quote about persistence, recognize a salesperson who continued following up professionally and eventually reopened an opportunity. After discussing customer relationships, highlight someone who received positive customer feedback.
This helps the team see what motivational ideas look like in practice.
6. Use Quotes as Coaching Prompts
Sales managers can also turn quotations into coaching questions.
A quote about listening might lead to:
Are we spending enough time understanding the customer’s problem before presenting our solution?
A quote about preparation could become:
What information should we know before our next discovery call?
And a quote about relationships might prompt:
Are we trying to close this opportunity too quickly instead of building enough trust?
Used this way, motivational sales quotes can encourage better thinking rather than providing temporary encouragement alone.
A 7-Day Sales Motivation Routine
Instead of searching for a new motivational sales quote whenever the team needs encouragement, create a simple weekly rhythm around different aspects of selling.
1. Monday: Focus on Action
Start the week with motivation around discipline, goals, and taking action.
Monday is a good time to clarify priorities: which opportunities matter most, which prospects need follow-up, and what activities will move the pipeline forward?
Team prompt: What is the most important sales action you need to complete today?
2. Tuesday: Focus on Prospecting
Use Tuesday to reinforce consistency in prospecting and pipeline development.
Encourage reps to concentrate on starting valuable conversations rather than measuring success only by immediate responses.
Team prompt: Which prospects could benefit most from what we offer, and how can we approach them more effectively?
3. Wednesday: Focus on Customers
Midweek is a useful time to shift the conversation from quotas toward customer problems.
Use sales quotes about listening, trust, relationships, and helping buyers succeed.
Team prompt: What have we learned from customers this week that could improve our conversations?
4. Thursday: Focus on Improvement
Thursday’s motivation can focus on skill development.
Review discovery questions, objection handling, follow-up techniques, product knowledge, or recent calls. Encourage salespeople to identify one small skill they can improve.
Team prompt: What is one thing you will do better in your next sales conversation?
5. Friday: Focus on Progress
End the working week by recognizing progress, not only closed deals.
Celebrate strong conversations, new opportunities, consistent prospecting, useful customer insights, successful follow-ups, and lessons learned from unsuccessful deals.
Team prompt: What did you learn or improve this week?
6. Saturday: Focus on Reflection
For teams that work weekends—or for sales professionals reviewing their own week—Saturday can be about reflection rather than pressure.
Consider which activities created the most value and which consumed time without producing meaningful progress.
7. Sunday: Focus on Preparation
Preparation reduces unnecessary pressure.
Use the end of the week to think about upcoming meetings, priority accounts, follow-ups, and goals so Monday starts with clarity rather than confusion.
A motivational quote can begin the process, but a clear plan gives that motivation somewhere to go.
From Sales Motivation to Sales Performance
Motivation is useful because sales is filled with situations that salespeople cannot completely control.
A prospect may stop responding. A competitor may win a deal. A promising opportunity may suddenly disappear. A customer may delay a decision. Even experienced salespeople have days when conversations simply do not go as planned.
What salespeople can control is how they respond.
That is where motivational sales quotes can help—but motivation should be treated as a starting point rather than the entire strategy.
1. Set Clear and Achievable Sales Goals
A salesperson who knows exactly what needs to be accomplished has something concrete to direct their energy toward.
Break larger revenue objectives into measurable activities such as prospecting conversations, follow-ups, qualified opportunities, demos, proposals, and next steps.
2. Build Consistent Sales Habits
Motivation naturally changes from day to day.
A repeatable routine makes performance less dependent on how motivated someone happens to feel. Consistent prospecting, account research, follow-up, pipeline reviews, and learning create momentum over time.
3. Coach the Skills Behind the Results
When performance drops, motivation may not always be the problem.
A salesperson could need help with discovery, qualification, objection handling, communication, negotiation, or closing. Managers should look beyond the numbers and identify which skill or behavior needs improvement.
4. Learn From Lost Opportunities
Not every deal will close.
What matters is whether the team can identify patterns. Regularly reviewing lost opportunities can reveal problems such as poor qualification, weak follow-up, unclear value propositions, missing stakeholders, or unresolved objections.
A setback becomes more useful when it leads to a better approach next time.
5. Keep Customer Value at the Center
Sales motivation can easily become overly focused on hitting a number.
The strongest long-term motivation comes from understanding the value being created for customers. When salespeople believe in the problem they are helping solve, conversations become less about pushing a product and more about finding the right solution for the buyer.
Motivational Sales Quotes for Different Sales Situations
Not every sales team needs the same kind of encouragement at the same time. Choose the message according to the situation.
1. When Prospecting Feels Difficult
Look for motivational quotes about persistence, discipline, taking action, and focusing on what you can control.
The objective is to keep one rejection from influencing the next conversation.
2. Before an Important Sales Call
Choose quotes about preparation, confidence, listening, and understanding the customer.
The best mindset before a call is not, “I have to close this deal.” It is, “I have to understand whether and how we can help this customer.”
3. After Losing a Deal
Use quotes about resilience, learning, and persistence.
Then review what happened. Motivation is much more valuable when it is followed by a useful lesson.
4. When the Team Is Behind Target
Choose messages about focus, discipline, teamwork, and consistent action.
Avoid creating unnecessary panic. Identify which pipeline activities can still influence the result and concentrate the team’s energy there.
5. When a Salesperson Is Doing Well
Motivation is not only for difficult periods.
Quotes about continuous improvement, humility, customer relationships, and long-term success can help successful reps maintain momentum without becoming complacent.
6. For New Sales Reps
Choose quotes about learning, practice, courage, curiosity, and improvement.
New reps do not need to know everything immediately. They need the confidence to ask questions, learn from conversations, practice consistently, and improve with experience.
Final Thought: Inspiration Works Best When It Leads to Action
Sales motivation is not about feeling enthusiastic every minute of the day. It is about finding the confidence and discipline to take the next useful action, even when the previous one did not produce the result you wanted.
The 100+ motivational sales quotes above can help your team reset, reflect, and regain perspective. But the biggest difference comes from what happens afterward.
Choose the quote that fits the moment. Discuss what it means. Turn the message into one practical action. Then keep moving.
Because in sales, inspiration may start the conversation—but consistent action is what creates progress.
Frequently Asked Questions
A good motivational sales quote is one that matches the challenge a salesperson is facing. Quotes about discipline can help with prospecting, resilience-focused quotes can help after rejection, and customer-focused quotes can remind salespeople to listen and create value rather than simply push for a sale.
Sales involves targets, rejection, competition, uncertainty, and frequent conversations that may not produce an immediate result. A relevant quote can provide a quick mental reset and help salespeople refocus on the behaviors and attitudes they can control.
Acknowledge the disappointment first, then shift attention toward learning and the next controllable action. Review why the opportunity was lost, identify what can be improved, recognize the effort that was made, and help the salesperson prepare for the next conversation.
They can be useful before sales meetings, prospecting sessions, important calls, sales kickoffs, end-of-month pushes, coaching sessions, or after difficult setbacks. The best time is when the message connects naturally with what the team is currently experiencing.
A quote by itself cannot improve a pipeline or close an opportunity. Its value is in helping people reset their mindset or look at a challenge differently. For sustainable performance, motivation should be combined with clear goals, coaching, practice, accountability, useful sales processes, and the right tools.
Keep the message specific to the situation. Instead of simply saying, “Work harder,” recognize what is difficult, remind the salesperson of what they can control, and identify the next action. Good motivation gives someone direction as well as encouragement.
Do not rely only on end-of-month pressure. Set clear goals, recognize progress regularly, coach individual challenges, celebrate meaningful wins, make performance visible, and help salespeople understand how their work contributes to customer and business outcomes.
Yes. A quote works particularly well as a short discussion starter. Share one relevant to the team’s current priorities and ask how the idea applies to current opportunities, customer conversations, or sales behaviors. This makes it more useful than simply reading the quotation aloud.
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Juwel Rana
Senior Content Writer
Juwel is a Sr. Content Writer at REVE Chat. He specializes in writing about customer service and customer engagement. He is passionate about helping businesses create a better customer experience.
He strongly believes that businesses will be able to understand their customers better and ultimately create more meaningful relationships with them.
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