I recently caught a clip of Chris Rock riffing on relationships. His message? “It’s about serving each other.” That got me thinking: isn’t sales really just a (hilarious and sometimes complicated) relationship, too?

In sales, we all know it’s rarely about who has the best product or the slickest pitch; it’s about building relationships and showing up for each other. Here’s how great sales mirrors great relationships:

1. Be a Great Listener: Just like in relationships, it’s not about what you say—it’s about what you hear. If your client says, “We’re looking for solutions,” don’t respond with “Here’s the Ferrari of features.” Understand their needs, or as Rock might say, “Read the room!”
2. Show Up Consistently: Relationships don’t work if you’re only attentive when you want something. Check in without an agenda. Sometimes, a quick call to say “Hey, how’s business?” goes a long way in showing you’re in it for the long haul—not just this month’s quota.
3. Find the Win-Win: Serving each other isn’t just a relationship rule; it’s how you make real partnerships in sales. It’s not just about the sale; it’s about crafting solutions that genuinely help them succeed. Make it mutually beneficial, and you’ve got a client for life.
4. Have a Little Humor: Chris Rock knows it, and so do we: humor can make tough conversations easier. When a deal’s stalled or a prospect’s hesitant, a well-timed laugh can be the reset button you need.

At the end of the day, great salespeople know their role isn’t just to sell but to serve. Build the trust, understand their goals, and—yes—make them laugh. That’s how relationships last, and we could all use a good laugh right now.