In sales psychology, we often focus on grabbing ATTENTION — standing out, attracting, being different.
But there is a subtle shift that can transform the entire customer experience:
ATTENTION is not the same as ATTENTIONS.
And this applies just as much to B2B Sales as it does to Retail.
ATTENTION is the beginning
It’s a glance, a scroll that pauses, a first impression.
In a world flooded with noise, catching someone’s focus — even for a few seconds — is already a victory.
In Retail, ATTENTION can be as simple as looking up, smiling, welcoming the customer and asking the right question.
In Sales, ATTENTION is the moment we truly look at each other — and start listening.
ATTENTIONS go deeper
ATTENTIONS are not loud. They are human.
A handwritten note.
A well-timed follow-up.
Remembering a customer’s name.
Remembering what they were looking for and contacting them when it arrives.
These are not simply tactics to close a sale.
They are signals that open a relationship.
A small “S” makes a big difference.
And what about B2B Sales?
Imagine a restaurant owner asks their supplier for fresh salmon.
The salesperson could simply discuss quality, price, quantity and delivery.
Or they could pay real ATTENTION and ask a few more questions.
They might discover that the restaurant’s real challenge is not salmon at all.
It is staff turnover, lack of skilled kitchen staff and preparation time.
Suddenly, the best solution may not be another fresh salmon.
It could be a ready-to-cook or prepared salmon dish that reduces preparation time, ensures consistency and makes the kitchen less dependent on scarce skills.
The salesperson has moved from selling a product to solving a business problem.
That is ATTENTION.
And remembering that challenge at the next visit, proactively bringing a new solution, sharing an idea that worked for another customer or following up at exactly the right moment?
Those are ATTENTIONS.
From transaction to relationship
After hundreds of Sales interactions observed and analyzed, one thing stands out:
Top teams get ATTENTION… to give ATTENTIONS.
They move beyond techniques and KPI checklists.
They understand that the difference between a transaction and a relationship often lies in genuine, meaningful ATTENTIONS — day after day.
In Retail, that might mean remembering that the gift was for a daughter’s birthday.
In B2B, it might mean remembering that your customer is struggling with staff turnover — and coming back with an idea rather than simply another offer.
In both cases, the principle is the same:
Listen beyond the request. Understand the real need. Bring a solution, not just a product.
Can ATTENTIONS be coached?
Absolutely.
This is where the Manager-Coach can make a difference.
Instead of only asking:
“Did you make the sale?”
the manager can ask:
“What did you learn about your customer?”
Or:
“What is the real problem behind what they asked you for?”
These coaching questions move the conversation from product to customer, from short-term result to long-term value.
Because what managers pay ATTENTION to… teams tend to repeat.
Two questions for Sales & Retail leaders
On a scale from 0 to 10:
1. How well do you and your team pay ATTENTION?
2. How well do you deliver ATTENTIONS that genuinely build loyalty?
Because real ATTENTIONS are born from real ATTENTION to others.
And that may be one of the most human ways to move from selling products to creating value — and from transaction to relationship.
Go further
- Retail Coaching — how we turn store managers into Manager-Coaches
- Sales Coaching — the same method for B2B sales teams
- Talk to an expert — 30 minutes to see what it would look like in your teams
CapKelenn — Sales & Retail Coaching for a better world
Benoit Mahé
Co-founder of CapKelenn
Master Certified Coach ICF
