Focusing on quotas, fiscal quarters and "closing the deal" leads to a transactional culture, not one of building strong, ongoing relationships with customers. The shotgun approach to prospecting was never particularly effective, but with the level of access control afforded prospects by technology, it is easier than ever to ignore unwelcome and irrelevant sales outreach. Customer expectations have changed. It’s no longer enough for sales reps to reach out with generic offerings and messaging. To gain attention and create interest, sales reps need to create real value in each customer interaction – and the way to do that is to help the customer think about their needs more holistically.