Paul interviews sales intelligence guru, Sam Richter. Sam shares ideas for salespeople to become more relevant with better customer research.  Show Notes: The goal is to be exceptionally relevant to what the customer cares about. Most salespeople are missing an opportunity to instantly connect with prospects at a deeper level.  CRM is more than customer relationship management; it’s customer relevancy management.  In the post-COVID-19 world, information and relevancy is key. Salespeople can no longer afford to make an “irrelevant” cold call.  Understand what is relevant and align your message with what the prospect is deeply passionate about.  “Here’s what salespeople are doing wrong…” “When you mention something genuine, you move up the relationship scale.” In every interaction, create value for the customer.  “In a value-added follow-up, you share something that is extremely valuable to the other person.” The following links have additional information on Sam Richter’s content: www.SamRichter.com www.SellingIntel.com *** Our show is updated weekly with the questions you ask. So, please go to the home page, subscribe, share it with your friends, but most importantly, ask the question that you want answered.  The Q and A Sales Podcast is edited by The Creative Impostor Studios. Book a complimentary consultation about your show at http://www.thecreativeimpostor.com/qanda Thank you for tuning in. Make it a big day. http://www.theqandasalespodcast.com