Relationships are at the very heart of successful selling. Developing productive business relationships takes persistence, patience, and a willingness to adapt and adjust to different thinking and communication styles. As with most interactions, sometimes people connect very naturally and conversation comes easily. Sometimes developing a relationship takes more effort. The same proves true within business, and because selling depends so much on trusting relationships and rapport, building productive business relationships is even more critical. Salespeople must learn the skills necessary for relating authentically to prospects and customers. When business relationships thrive, salespeople and customers achieve more toward their respective goals.