It’s business. It’s not personal.

Whether you’re a key player in “The Godfather” trilogy or simply a salesperson trying to put food on the table, the phrase bodes true. Although building relationships is integral to increasing commissions, one does not inevitably lead to another. And the stronger the relationship, the harder it is for many to close the deal. Discomfort creeps in, a sense of guilt that you’ll be viewed as insincere, pushy, or even – heaven forbid – “salesy.”

But let me tell you the secret on how to overcome this when dealing with friends, family, drinking buddies, and the like…

Get over it.

If you’re in sales, then your career pertains to offering a service of some sort. If what you do is a career as opposed to a mere job, the assumption is that you’ve already bought into what you sell. Therefore, if you’ve already sold yourself on the benefits of what you provide, why wouldn’t you then convince others who have already bought into you as a person?

Some professions make it easy. If you’re a doctor and your friend or family member is ill, you wouldn’t think twice to step in and help. If someone close to you is trying to find a home and you’re a realtor, it’s a no-brainer that you’ll come to his or her aid.

But often times, it’s not that simple. Most of us in the field offer wants and not needs. Or we provide necessities which may not be very “sexy.” Buying a new car or home is an expensive endeavor, but it’s also usually exciting. However, not many people wake up one day and think to themselves, “I can’t wait to start looking for new windows or an additional life insurance policy today!”

Regardless of what you do and how much “sex appeal” it may have, and regardless of the perceived burden you feel you may be, it’s up to you to take advantage of the best networking circle you’ll ever have: the people who care for you most.