1. Show enthusiasm. For buyers, enthusiasm is like insurance. When they can see that you love what you do, they can have more confidence that you'll do it. What's more, people generally enjoy being around positive people, so enthusiasm naturally helps draw more buyers to you. Look for things to keep you excited about selling. Give yourself a pat on the back even for small victories; work hard and reward yourself often.

2. Build trust. Making small talk with clients and finding out what you have in common may help buyers trust you as a person, but they must also be able to trust you as a businessperson. Show not only that you are honest but that you are willing and able to help their businesses grow by positioning yourself as an advisor and resource as well as a supplier. Demonstrate your understanding of your buyer's business as often as possible and be clear about how you can help them and the kind of results they can expect.

3. Follow the golden/platinum rule. Whereas the golden rule tells you to treat buyers as you want to be treated, the platinum rule tells you to treat them as they want to be treated. Although we all want others to treat us with courtesy and respect, not all buyers want the same things in the same order of priority from a business relationship. Find out what's most important to your buyers, then be sure you provide it.

4. Ask questions and listen. Your entire relationship with a buyer may blossom or wither depending on how much you know about that person. To learn more, survey buyers verbally or on paper as to their pet peeves, wants, needs, desires and expectations. Make learning an ongoing process instead of a one-time event and always keep the lines of communication open with buyers so they are comfortable telling you just what they need from you.

5. Be grateful. Customers who trust you with their business want to know you appreciate it. Make them feel valued and secure, and you take giant steps toward earning their loyalty. Show buyers often and in thoughtful, creative ways that you don't take their business for granted. Say please and thank you when appropriate, and make a habit of thanking even those prospects who decide to buy from someone else.