With any type of sales, you need to establish a relationship. If you take the time to get to know your customers and to educate them about what you have to offer, they will reward you with sales. But remember, don’t overdo the need for a “relationship” with excessive chatter. Don’t spend an inordinate amount of time on irrelevant information. While you do want to build a relationship and make your customer comfortable, the goal is to make the sale.