Whether you’re selling a product, service, or idea, you’ve likely felt impatient at some point to get somewhere—known in conventional sales training as “closing.” That might be driven by your strong personal desire to problem-solve or be helpful, or it could be fueled by external pressure to generate a result, or both. Whatever the source, its problematic.

Every so often my systems and support structures fail me (or more accurately, I fail them) and a tip doesn’t get written for the week. This is one of those times.

The phrase Always Be Closing has positive connotations in some circles. It was taught for many years in the well-regarded Xerox sales system as a reminder to constantly explore customer needs. More often than not, though, “closing” draws down on trust—whether you’re selling a product, service, or idea. Here are three reasons not to do it.