When it comes to evaluating success for salespeople, it’s often focused on one thing: the win. Asking for the customer’s business and getting a quick and enthusiastic “yes!” seems, at times, to be the only thing that counts.

This mindset, and the aggressive behavior that it drives, comes at a cost. According to HubSpot research, only 17 percent of salespeople consider themselves “pushy” compared to 50 percent of prospects who see them that way.