I recently explained why “relationship selling” (i.e., treating your customer right, even if you lose the sale) is the only ethical sales methodology during a pandemic. However, a hallmark of relationship selling is the close, which is typically done face-to-face and over drinks.

There are several good reasons why this is part of a relationship sales process. First, it’s appropriate to celebrate an important event, and buying and selling something big is an important event. More important, the sensory experience of drinking together–especially something unusually good–causes your brain to associate additional pleasure to the act of doing business together.

The traditional “closing drink” is particularly effective, because it hits all five senses: 1) sight (like the color of an aged whiskey), 2) smell (like the aroma of a fine wine), 3) taste (obviously), 4) texture, in the feel of the liquid on the tongue, and finally 5) sound, which is the sound of your mutual voices toasting your mutual success.