For every transaction, there is typically a winner and a loser. The winners brag, and the losers keep quiet.
In sales, you're looking for a (perceived) win-win situation. In that situation, both sides get to brag about their good deal. One of them perhaps later regrets their decision, but they won't send a press release about that. And so we hear two positive stories, and no negative.
- Customer pays me, I solve their problem.
Sometimes it is a bit more nuanced:
- We sell the customer a better solution, they get a better (and less expensive) solution, but their previous supplier end up losing business.
I can live happily with both these scenarios.